Category: North America

Mazda Motor Corporation is one of the world’s largest automakers, founded in 1920 in Hiroshima, Japan. The brand was named after the Zoroastrian deity Ahura Mazda, which represents wisdom, harmony, and light.

To celebrate the launch of the CX-80 car, the brand needed an elegant and noble track to support their campaign video as well as their social media content.

The brand wanted to put forward their Japanese heritage, and was looking to translate three key Japanese concepts into music:

Takumi, the high excellence in craftsmanship.

“MA”, the Japanese concept of space and time. It is the fundamental time and space from which life needs to grow. In music, this concept can be translated into silence.

Omotenashi, which defines Japanese hospitality and how Japanese people wholeheartedly look after guests.

The music blends serenity and energy. It combines natural elements like wind and space with organic and synthetic sounds, including electronic beats. This fusion creates a noble, serene, calm and distinctive sound.

The Japanese heritage is conveyed thanks to the use of a three-stringed Japanese instrument called ”shamisen” in the track as well as in the sonic logo.

From Japanese aesthetics and the relentless pursuit of detail to craftsmanship perfection, Sixième Son managed to capture the brand’s premiumness and elegance to create the sound of the Mazda CX-80 campaign.

Sixième Son developed multiple cutdowns for the campaign, which were used for the brand’s social media content. The agency also created a 2-minute music loop for Mazda’s booth for corporate events.