Loser Kid’s Amber Jones directs joy ride around the South Island for new Mazda UK campaign
Creative agency Loser Kid has just released the ‘Directors Cut’ of Great Escapes, New Zealand; a piece of work directed by Amber Jones for Mazda UK.
As Mazda looks to define its outdoor positioning, the brief by Redwood London was to deliver an inspiring journey of discovery, while also highlighting the Mazda CX -3Os safety technology.
Jones, who thrives at telling stories that have a connection to the landscape, delivered a stunning piece that required a nimble crew to travel the length of the South Island, capturing rugged landscapes through the lens of a dream road trip.
Jones says the approach for this was 80% author 20% observer, which allowed a natural story to unfold: “From Christchurch through the Lindis Pass to Queenstown and Wānaka, we chased the light, we chased the weather! Matching up this documentary style approach, which is my background, with a commercial client really was the dream job.”
Casting was central to the storyline. Jones wanted the connection of a real-life story between two friends, reconnecting with each other, and rediscovering the natural beauty that unfolds around every corner in this part of New Zealand.
Says Benn Jae, founder, Loser Kid: “Amber’s documentary lens on the world brings an incredibly fresh perspective to commercial advertising. This piece combines all her strengths, working outdoors with real people to achieve polished results.”