Boundless creates Mazda AI-produced campaign

Boundless, an independent creative agency based in South Africa, has created Mazda’s first AI-produced commercial using Luma Agents, Luma AI’s workflow system, in a project completed from brief to approval in under two weeks.

The campaign supports Mazda’s re-entry of the MX-5 into the South African market and demonstrates how AI-native production tools are being used to streamline commercial filmmaking while maintaining creative control and brand consistency.

AI workflow compresses production timeline

The heritage-led film tracks a fixed camera as different drivers pass through the same moment in time, spanning multiple decades from the late 1980s to the present day. The concept highlights the enduring appeal of the Mazda MX-5 and its positioning as a long-standing roadster.

Traditionally, the execution would have required multiple vehicle generations, period-specific sets, casting across eras and extensive visual effects work. Using Luma Agents, Boundless consolidated concept development, visual creation, editing and refinement into a single workflow, reducing production handovers and accelerating approvals.

Deolinda Da Costa, Head of Marketing & Communications at Mazda Southern Africa: "This project allowed us to explore the possibilities of AI in a way that still honours Mazda’s value of Jinba Ittai - creating a strong, emotional ‘oneness’ between driver and machine. Innovation has always been central to Mazda’s philosophy, but technology must always emphasize the essential emotion behind any experience of the vehicle. With Boundless and Luma we were able to think more creatively and flexibly, while ensuring the story of the Mazda MX-5 and the joy of driving this iconic Mazda remained at the forefront of the piece."

Expanding AI use in creative production

The collaboration highlights how AI tools are increasingly being used to support more complex creative execution, enabling smaller teams to deliver large-scale campaigns. Boundless has also agreed to integrate Luma’s technology into its wider workflow for future client work.

Jason Day, Head of EMEA, Luma: "Boundless’s work for Mazda shows what becomes possible when creative ambition is paired with a technology workflow built for ideation, speed, iteration, and control. With Luma Agents, the team moved from concept to an approved campaign in under two weeks while maintaining the integrity of the Mazda brand throughout the process. It’s a compelling example of how independent creative agencies can create bigger, more complex ideas with smaller, empowered teams, faster and more efficiently without compromising creative quality."

Paul Jackson, chief executive officer, Boundless: "For an independent agency like Boundless, the opportunity is to make ambitious work in a smarter, more scalable way. Luma Agents helped us compress both timeline and production complexity without losing sight of what mattered most: the strength of the idea, the quality of the execution, our commitment to craft, and the integrity of the Mazda brand."

www.boundless.global

www.lumalabs.ai

www.mazda.com

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