With six new worlds, who better to take us through the multiverse than the beloved hero from Acura's anime series, Chiaki. We didn’t want to just bring her back, though, we reimagined how she appeared in each world. When it came to casting, we looked to find women from diverse backgrounds who not only embodied Chiaki and the spirit of our brand, but also knew how to really drive.
To make sure they were ready for their on screen debut, we enlisted the top stunt drivers in the game to train them, and developed an episodic social campaign that let our audience ride shotgun while they got up to speed.
The campaign came to life at Sundance Film Festival where we collaborated with one of our drivers from the spot to create an interactive installation inspired by the Acuraverse. Visitors could simulate driving the racecar and get some completely unique photo opps with the ever changing digital art.
This campaign was truly a labor of love– so much went into it! If you're interested in seeing a little more of what went down, check out the BTS below.
Director: Dave Meyers
VFX: Universal Production Partners
Creative Director: Ty Hayward
Associate Creative Director: Alex Haase
Hybrid Creatives: Gabby Grubb, Mary Nowels
Social Team: Jake Fertig (ACD), Judikael Le Bayon (AD), Elin Lindeberg (CW)
VFX: Universal Production Partners
Creative Director: Ty Hayward
Associate Creative Director: Alex Haase
Hybrid Creatives: Gabby Grubb, Mary Nowels
Social Team: Jake Fertig (ACD), Judikael Le Bayon (AD), Elin Lindeberg (CW)
Agency: MullenLowe LA