Bastion teams up with Taika Waititi for Zeekr 7X campaign

Bastion has partnered with Zeekr and acclaimed filmmaker Taika Waititi to launch the Zeekr 7X, using the vehicle's headlights as the only light source across a series of cinematic scenes.

The campaign, Spotlight, comprises a public exhibition and content built around seven scenes conceived by Waititi, each lit entirely by the Zeekr 7X's headlights and built around a different aspect of the vehicle's design, technology and performance.

Rather than placing the vehicle in front of the camera in a traditional demonstration format, Bastion and Waititi used the car as the lighting source and creative device behind each scene.

The seven scenarios include an alien visitation, a warehouse rave, a bodybuilder mid-pose, a feast, a paparazzi scrum and two sunbathers, each connected by the same vehicle at the centre of the shot.

The scenes were built physically rather than generated using AI. The Zeekr 7X was suspended from the ceiling at Studio West, the Auckland production facility co-owned by Waititi, allowing its headlights to be positioned to light each scene.

Spotlight by Zeekr in collaboration with Waititi runs from 17-20 September 2026 at Studio 230, Ponsonby, Auckland, with the full collection available globally from 21 September 2026 at zeekrbytaika.com.

Oli Green, Chief Creative Officer at Bastion Aotearoa, said the creative opportunity was to take something fundamentally true about the product and see how far it could be pushed.

“The headlights became much more than a feature. They became the creative platform for the entire idea, enabling us to build seven completely different worlds around the Zeekr 7X. Bringing Taika in and giving him the freedom to push it further allowed the idea to evolve into something truly distinctive.”

Dane Fisher, Group General Manager at NordEast, New Zealand’s distributor for Zeekr, said the campaign reflects the strength of the partnership between Zeekr and Bastion Aotearoa.

“This has been a genuinely collaborative process between the Zeekr team, Taika and Bastion Aotearoa. From strategy and creative development through to PR strategy and the rollout of the public exhibition, the integrated agency team worked together to bring a highly ambitious idea to life.”

Cheuk Chiang, Group CEO of Bastion, said Spotlight demonstrates what is possible when ambitious brands, world-class creative talent and radical collaboration come together.

“Breaking category norms requires bravery from everyone involved. It takes a client willing to challenge expectations, creatives prepared to push a product truth somewhere unexpected, and genuine collaboration to bring the idea to life.”

Credits

Client: Zeekr / NordEast Group
Creative & PR Agency: Bastion Aotearoa
Chief Creative Officer: Oli Green
Creative: Dom Antelme
Managing Director Creative: Luke Farmer
Client Partner: Olwen Hopley
Strategy: Ryan Jordan
Production: Pip Mayne
Managing Director Communications &Experience: Joanna James PR & Experiential: Paige Corrin
Photographer / Director: Taika Waititi
Production Studio: Studio West

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