Daniel Craig is now behind the wheel of a Denza and not an Aston Martin, and that is because he is the new global face of BYD’s electric vehicle brand.
MGI Entertainment facilitated and produced the partnership between Craig and DENZA, with the resulting campaign, ‘Everything is Changing’, now rolling out across television and digital channels in key markets including Europe, Latin America, the Middle East, and Africa.
The campaign, directed by filmmaker Yann Demange and produced in collaboration with Park Pictures, is a cinematic showcase for DENZA’s flagship models — the Z9 GT shooting brake and B8 plug-in hybrid SUV — as the brand makes its push into global markets. The European debut took place on 8 April 2026 at the Palais Garnier opera house in Paris.
MGI’s head of partnerships, Nic Hallberg, said the collaboration reflects the agency’s growing ability to connect world-class international talent with ambitious global brands.
“Daniel Craig brings a timeless sense of strength and elegance that perfectly aligns with DENZA’s vision for premium electric mobility,” Hallberg said. “We are proud to have delivered a collaboration of this scale as DENZA enters the global stage.”
The campaign was executive produced by MGI’s founding trio: Michael MacRitchie, Nic Hallberg, and Byron Keane. Previous MGI campaigns have paired Brad Pitt with Cadillac, David Beckham with Jaguar, and Beyoncé with Pernod Ricard.
BYD executive vice president Stella Li described Craig as embodying the qualities central to DENZA’s brand identity. “Strength, sophistication, and authenticity — qualities that resonate deeply with DENZA’s identity,” she said, adding that the partnership is designed to introduce the brand to global audiences.
Credits:
Client Stella Li — CEO, BYD Jose Miranda — CMO, BYD Ethan Li — Marketing Manager, BYD
Executive Producers — MGI Entertainment Michael MacRitchie — Founder Nic Hallberg — Head of Partnerships Byron Keane — Creative Director
Production — Park Pictures Director: Yann Demange DOP: Barry Radford Editor: Dominic Leung / Marsheen Grade: Terry Simpson VFX: Blacksmith VFX
