First day of Spring

Man and machine become one

Communicate Mazda’s new tagline ‘Drive Together’ to millennials.

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To create a bridge between Mazda and their target audience, we brought two of millennials’ biggest passions together:  electronic music and creative innovation. We engaged the celebrated London beatboxer and producer Beardyman to compose an amazing new music creation – a track using sounds from the Mazda MX-5 itself.

Live and in an extraordinary, single take, the beatboxer and car became one, with individual parts of the vehicle building a revolutionary soundscape. Shot simultaneiously with 10 cameras we created a video of the process which generated a phenomenon online.


  • Beardyman
Mazda Beardyman
Mazda Beardyman
Mazda Beardyman