Mazda

Goodwood festival of speed - Mazda Brief

Objective:

To create a groundbreaking, choreographed performance for the Goodwood Festival of Speed that captivates and draws attention to the Mazda stand.

The performance had to be creatively original, unlike anything seen before, while seamlessly incorporating Mazda's iconic cars into the show.

Implementation:

Creative Director Kwame Knight brought this ambitious project to life to capture the attention of thousands of motorsport enthusiasts and car aficionados at the festival.

Rather than relying on a traditional theatrical performance, Kwame envisioned a bold, high-energy spectacle that would push boundaries and surprise the audience.

Kwame was one of the first choreographers to recognize the potential of Parkour, also known as free-running, which had been emerging as an art form since the 1980s.

Parkour athletes skillfully navigate urban environments, executing flips, somersaults, jumps, and other acrobatic manoeuvres, often in risky and visually striking ways.

The athletes, much like stunt performers, take daring leaps and navigate complex environments without using safety nets or harnesses.

For the Mazda performance, Kwame assembled a team of skilled Parkour athletes, who typically perform individually, and choreographed a synchronized routine that creatively incorporated Mazda's cars as obstacles.

The athletes transformed the Mazda stand into a dynamic, interactive environment, leaping over, balancing on, and manoeuvring around the vehicles as if they were part of an urban landscape.

The result was nothing short of spectacular. The audience watched in awe as the athletes displayed extraordinary agility, precision, and creativity, blending the thrill of free-running with Mazda cars' sleek, robust designs.

The performance left spectators amazed and cemented Mazda's stand as the must-see attraction at the festival.

Once again, Kwame demonstrated his innovative approach to producing a live show and delivering an unforgettable experience that redefined how brand activations could captivate an audience.