The philosophy behind Mazda is often described through the concept of jinba-ittai — a Japanese expression meaning “horse and rider as one.” It represents the intuitive connection between driver and machine, and forms the foundation of the company’s design and engineering ethos.

In collaboration with Time Out London, Mazda developed a campaign exploring how this philosophy of precision and craftsmanship exists beyond automotive design. The project sought to profile contemporary Japanese artists whose work reflects similar values of skill, intuition and creative discipline.

Our search led us to two artists: Ikuko Iwamoto and Kei Tominaga. Both artists create bold, distinctive work that demonstrates a deep commitment to craft, making them fitting parallels to Mazda’s own design philosophy. The films followed each artist within their studio environment, observing their process and exploring the connection between artistry and precision.

From a production perspective, the brief emphasised the importance of portraying each artist as a distinct creative voice while maintaining a cohesive visual language across the campaign. The challenge was to allow the individuality of each practice to shape the tone of the film, while still aligning with Mazda’s broader brand identity and narrative around craftsmanship.