Designing the Future of Performance
As an automotive marketing agency, Jadi worked with Mazda to support the launch and global positioning of the Mazda Furai concept car—delivering a high-impact automotive marketing campaign that introduced a bold new design philosophy and alternative fuel narrative to the world stage.

OVERVIEW
The Mazda Furai wasn’t just a concept car—it was a statement.
Built around ethanol fuel and inspired by the future of sustainable performance, the Furai represented a pivotal shift in Mazda’s global design direction—moving beyond traditional fossil fuel thinking toward innovation and efficiency.

CHALLENGE
• Launch a groundbreaking concept car on the global stage
• Communicate a new design philosophy rooted in sustainability and performance
• Capture attention across international auto shows and media channels
• Create a unified brand and visual system that could scale globally

STRATEGY
Transform the Furai from a concept into a cultural and design moment.

The core idea:
👉 Don’t just unveil a car—unveil a vision for the future.

From that, we:
• Positioned Furai as a symbol of next-generation performance and design
• Built a visual and storytelling system centered on speed, innovation, and energy
• Aligned creative across global auto show environments and media channels
• Created anticipation through cinematic content and immersive experiences

Jadi develops automotive marketing campaigns that transform product launches into cultural moments. For Mazda Furai, this meant combining brand storytelling, cinematic production, and global event integration to create a high-impact campaign that captured attention across media, press, and enthusiast audiences worldwide.

APPROACH
Automotive Marketing Agency Approach for Concept Car Campaigns

1. Brand & Creative Direction
• Developed overarching creative and design direction
• Established visual language for the Furai concept and campaign
• Created alignment across brand, product, and event storytelling

2. High-Performance Video Production
• Filmed at Mazda Raceway Laguna Seca using a multi-camera system
• Captured dynamic footage via:
• Bell Jet Ranger helicopter tracking
• Porsche 911 GT3 chase vehicle
• Helmet-mounted driver POV camera
• Produced high-impact cinematic content for global unveiling

3. Content & Post-Production
• Video design, editing, and VFX
• Photography and visual asset creation
• Designed for press, digital, and enthusiast audiences

4. Global Launch & Event Integration
• Video premiered to international press prior to reveal
• Integrated across major global auto shows:
• Detroit, Los Angeles, Chicago, New York
• Tokyo, Geneva, Frankfurt, Paris
• Beijing and Shanghai
• Supported booth design inspiration, collateral, and event graphics

OUTCOME
• Successfully launched Mazda Furai across global auto show circuit
• Generated strong attention from international press and automotive audiences
• Reinforced Mazda’s forward-thinking design direction
• Created a high-impact visual asset used across digital, social, and enthusiast platforms

BOTTOM LINE
Jadi helped Mazda transform a concept car into a global brand moment.
By combining automotive marketing strategy, cinematic storytelling, and integrated launch execution:

The Mazda Furai became more than a reveal—it became a vision of what’s next.

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