Scott Bedford

To bring the Mazda 6 ‘Go your own way’ campaign to life online we created a microsite with an innovative 3D user interface that offered every user a unique experience.

The user was encouraged to explore different aspects of the car by clicking on labeled spheres. As each bubble was clicked it dropped down onto a map and built up a unique journey based on that users preferences. At anytime the user could click to watch a movie of the journey they had created – this was created on the fly by editing together a series of bespoke video clips.

This was a big production. It involved 3 days of shooting in Malaga and the development of a fairly complex Papervision driven microsite.

‘Go your own way’ – microsite ›imageimageimageimageimage

Online extension of a music and fitness themed campaign aimed at young men (a JWT Dusseldorf concept that was named as Campaign’s Turkey of the week).

Anyway, we employed a slightly different approach online. The banners made use of the CGI car and city we had created for the microsite – more of an executional piece than a big idea. However, it does look nice and it was a finalist at the New York Festivals.

Fantastic contributions from Jon Mackness and Jonnie Coffin (an exceptional film and video producer) made the difference.

Close-up – expandable skyscraper ›

The Mazda MX-5′s roof shuts in 12 seconds.

JWT Dusseldorf’s ‘Every drive’s a thriller’ campaign dramatised this by putting the car in well-known dangerous scenarios from the movies – the fast closing roof protecting the driver and saving the day each time.

We designed a microsite that allowed users to create their own ’12 second thriller’ by mixing movie genres with unusual characters (like a silent move featuring Neo from the Matrix). To achieve this we shot 16 movies over 3 says at Shepperton using a well known comedy director. Watch the showreel above to see the finished result. Read more »

An expandable banner that uses some unexpected interaction to highlight the MX-5′s excellent handling around corners.

I’m really proud of this piece as due to resource issues I ended up coding it myself. The banner went on to pick up a bronze medal at the New York Festivals – which at that time was Syzygy’s first international creative award.

Cones – expandable skyscraper ›