Mazda Virtual Reality: Jinba Attai

Jinba Attai is a Japanese phrase that describes the relationship between the archer and his horse, two independent bodies moving so seamlessly, they appear as one. This philosophy informs Mazda's approach to building vehicles with the driver in mind. While we initially wanted to take a more traditional, artful approach like the mood board below, client requested a more realistic execution of how Jinba Attai informs their engineering and design teams. We didn't agree with their vision but still executed at a high level and the client was really excited about the outcome of the VR experience and how it fit seamlessly with its environment.