Mazda: Festival of Speed

Urban Heroes was hired by Fusion on behalf of Mazda to supply athletes and choreograph a performance for their stand at the Goodwood Festival of Speed. It was very clear from the off that at every opportunity we would have to bring this routine back to the cars. The client was very conscious of a routine that had absolutely nothing to do with the cars on the stand. So our thought process started with the USP's for the cars and then created a movement / routine that portrayed that. We then had to start looking for performers who had the skill level to perform these movements.

So we organised and ran a casting session in East London for 50+ athletes, to see what talents were out there and how we could incorporate these into the performance. By the end of the session we had chosen our athletes and also decided some of the chosen movements wouldn't work with the space limitations and we made a big decision that we wouldn't touch the outside of the car, so it could remain pristine for the whole weekend. So we went back to Mazda with some revised routines that could work and once signed off we then had to fit these toutines to music and keep it as a short snappy burst of activity.

We held 2 x studio days, and a tech day on site to get this performance running perfectly. Then the athletes performed 7 routines a day for the 3 days duration of the show.

“Urban Heroes created an extremely entertaining, daring and diverse performance for our stand at the Goodwood Festival of Speed 2008. The remarkable athletes attracted a huge crowd through a breathtaking routine in, around and even over the Mazda vehicles. They truly captured the essence of the Mazda brand and Zoom-Zoom!”  Kim Crawford – Event & Sponsorship Manager.