Every summer, the Schorre in Boom (Antwerp, Belgium) will once again provide the setting for Tomorrowland. This year the popular festival is pleased to greet Mazda as one of its partners. To put this collaboration in the spotlight, Mazda (client) and These Days Y&R (agency) came up with a unique project: The Sound of Tomorrow, a track performed by drifting on an enormous ‘vinyl record’ with a Mazda MX-5. With this technological experiment, Mazda creates a spectacular fusion between the car and the festival of the year. Visitors on an interactive website get three chances to recognise the track and perhaps win a unique Tomorrowland Experience. I've worked on this campaign on Art & Design direction at These Days / Young & Rubicam in Antwerp, Belgium and was involved in creation, art & design direction and production.

Awarded with

  • Webby award in Media & PR
  • Mentioned in The New York Times' list of "The Internet’s highest honour of creativity."
View credits
  • Agency: These Days
  • Brand: Mazda
  • Client/ Advertising Manager: Joachim Sas – Marketing Manager
  • Account Management: Seppe Dogge, Tom Thijs
  • Creation: Gertjan De Smet & Tomas Van Loon
  • Creative Direction: Sam De Volder
  • Art & Design Direction: Max Heirbaut
  • Design: Jeroen Michiels, Max Heirbaut
  • Strategy: Toon Diependaele
  • Connection Planner: Giovanni Canini
  • Online Production Company: These Days Labs
  • Chief Technologist: Sam Serrien
  • Head of Innovation: Olivier Berger
  • Back-end development: Veerle Struyf
  • Front-end development: Bram Verdyck
  • Creative Technologists: Jorne Schaefer, Lieven Euless
  • Photography: Dennis Noten
  • Production Company: Mojuice
  • Producer: Geert Geuten
  • Film Director: Michael Bombeeck
  • DOP: Tony Kopec
  • Russian Arm DOP: Stefan Hummel
  • Russian Arm DOP: Markus Richest
  • Camera assistent: Pieter Neirynck
  • Sound: Tom Keymolen
  • Gaffer: Dirk Van Rampelbergh
  • Editor: Allard Zoetman
  • Grading: M!tch
  • Sound Engineer: Erik Griekspoor
Mazda Sound Of Tomorrow Max Heirbaut 12


Mazda Sound Of Tomorrow Max Heirbaut 06
Sound Of Tomorrow Interface 02
Sound Of Tomorrow Interface 03
Mazda Sound Of Tomorrow Max Heirbaut 11