Mazda North America calls the move “the beginning of a brand transformation at a critical point in the company’s 104-year history.” They went on to say that the Japanese carmaker “will restructure its brand through experiences, products, and marketing.”

The new creative takes a driver-forward approach, putting the human first. Directed by award-winning director, Nicolai Fuglsig, known for his human stories of passion and immersive approach. The creative film champions the choices drivers make to seek out what moves them. It features talent who live with intention, including Nika Mühl, WNBA Rookie on the Seattle Storm, Cliff Kapono, Biologist and Professional Surfer and Helio Meza, MX-5 Cup Racer.

With the driver at the center of everything Mazda does, “Move and Be Moved” and “Choose to Be Moved” champion Mazda’s Japanese roots to deliver joy and thoughtful service for all on its journey to fortify what the brand stands for, how it shows up in culture and against its competitive set.

With two major markets announcing their very own branding campaigns, it seems Mazda is taking a very regionalized approach to its branding. It remains to be seen which direction markets such as the Philippines will go. Who knows, they might even end up with something uniquely their own.

Check out the brand video below.