In collaboration with Mazda USA, the CX-90 Unboxed Launch Campaign embarked on a month-long journey to hand-assemble the first-ever Mazda CX-90, piece by piece. Through four captivating episodes, daily social media posts, and countless teasers, we highlighted Mazda’s craftsmanship, engineering innovations, and design ethos. Hosted by the remarkable Hiroyuki Sanada, showcasing category-influencers Ant Anstead and Becki Owens, and featuring exclusive interviews with countless Mazda experts, this electrifying series took you deep into the heart of CX-90’s visionary philosophies and groundbreaking decision-making. The campaign generated immense intrigue, with the final reveal video amassing over 559,000 views on YouTube alone within just two weeks, captivating audiences worldwide and showcasing Mazda’s unrivaled style and innovation. Get ready to be amazed as we unveil the captivating story behind the creation of the extraordinary Mazda CX-90. 

Behind the scenes, this campaign presented a fascinating production puzzle, requiring meticulous management of multi-crew cameras, skillfully capturing hyper-lapse sequences of the CX-90’s disassemblies and reassemblies. The shooting process spanned an awe-inspiring 17-day period, ensuring that every remarkable moment was beautifully captured.