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Creating exhilaration with Mazda
Mazda — Automotive
Types: VR, 360 video
Commissioned by Lively Agency, we partnered with Mazda to design two unforgettable virtual test drives for the iconic MX-5 RF. Blending real-world driving footage with immersive CGI and 4D effects, the experiences transported users to Italy, Iceland and the French Riviera. The goal: create the next best thing to getting behind the wheel in person.
The challenge
Mazda wanted to showcase the thrill of driving the MX-5 RF to customers nationwide without relying solely on traditional test drives. The challenge was to capture the legendary spirit of the car in a way that was scalable, transportable and immersive enough to rival the real experience. Typical virtual test drives can feel constrained or predictable, so the ambition was to push beyond expectations. The experience needed to be cinematic, interactive and multi-sensory – delivering a memorable impression that would not only engage but also inspire customers to visit their local dealership.
The process
We began by filming the MX-5 RF on location in the Italian Alps, Iceland and the French Riviera, capturing 360º footage with multiple camera rigs. These sequences were blended with CGI dreamscapes, green-screen acting and 3D car modelling to produce visually striking, fantastical drives. To elevate realism, we developed a 4D system: rumble speakers, surround sound, in-car BOSE integration, fans and heat bulbs simulated the sensation of roof-down driving. The whole system was synced through a custom iPad controller app, ensuring smooth playback across devices and accurate timing of multi-sensory effects.
The outcome
The experiences toured across Europe as part of Mazda’s retail activations, drawing thousands of participants and leaving lasting impressions. Customers sat inside a real MX-5 RF while being transported virtually to spectacular locations, with full sensory immersion enhancing the thrill. Multilingual feature callouts and analytics capture added further value, giving Mazda insights into customer engagement. The project not only delivered two headline-grabbing activations but also demonstrated how immersive storytelling can deepen emotional connection with a brand. Both virtual test drives became centrepieces of Mazda’s retail strategy – proving that bold creativity can rival the real road.
Please note this project was completed by members of our team for We Are Immersive Ltd (WAI). The case-study here is produced with permission from the WAI board.
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