I was brought onto the project in Oct of 2012 and I was heading up the visual development of this spot. I was to design the initial look for 4 different environments that would be featured in the spot. The 4 different environments that would be shown were: Desert, Metropolis, Ski town and Beach town.
I was given a bunch of different art styles for reference and my responsibility was to direct this in any way I wanted to help sell this to Mazda. They wanted something more simplistic rather than realistic. I immediately thought of vintage travel posters that were graphically illustrated since the CX9 was supposed to be shown driving through the different environments during the spot and it would have some underlying nostalgia to older viewers.
I also had to have most of the PSD files ready for animatics. Generally when we were first discussing the spot, most shots were going to be top down like we were looking at a map.