Inner Driver
Mazda Motors

For the launch of the MAZDA2, our team at DONER developed the campaign “Awaken Your Inner Driver,” inspired by Mazda’s iconic “Zoom-Zoom” philosophy, celebrating the pure joy of driving.

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I created the campaign’s central character, the “Inner Driver” mascot, and developed key marketing assets including a posable action figure, print and social media ads, and a promotional brochure packaged in a custom canister for dealership distribution that included the figure and a branded keychain.

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The character was later brought into 3D and featured in live-action commercial spots, bringing the playful spirit of Mazda’s Zoom-Zoom attitude to life.