MGI Entertainment Secures Global Partnership Between Daniel Craig and DENZA as Brand Accelerates International Expansion
SYDNEY, 20th May 2026: Sydney-based entertainment and creative partnerships agency MGI Entertainment has pulled off one of the more remarkable coups in recent advertising history, securing Daniel Craig as the global face of BYD's premium electric vehicle brand, DENZA.
MGI Entertainment facilitated and produced the landmark 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 premium 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 — the team responsible for building the agency's reputation on high-profile talent partnerships. 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 as a credible player in the premium automotive segment.
The DENZA win represents another milestone for MGI as it cements its reputation as a serious player in globally significant entertainment and brand partnerships — demonstrating that some of the world's most ambitious brand campaigns are being conceived and brokered from Australian shores.
Ethan Li — Marketing Manager, BYD
Executive Producers — MGI Entertainment
Michael MacRitchie — Founder
Nic Hallberg — Head of Partnerships
Byron Keane — Creative Director
Production — Park Pictures
Editor: Dominic Leung / Marsheen
DENZA is the premium automotive brand of BYD, focused exclusively on new-energy vehicles and redefining the future of sustainable luxury mobility. Combining advanced electric and hybrid technology with refined European-inspired design, DENZA delivers a seamless balance of innovation, elegance, and performance.
Its growing portfolio — including the Z9 GT shooting brake and B8 plug-in hybrid SUV — positions the brand at the forefront of next-generation automotive design and engineering. As part of its global growth strategy, DENZA is expanding into key international markets across Europe, Latin America, the Middle East, and Africa.
MGI Entertainment is a global creative and entertainment agency specialising in celebrity partnerships, brand strategy, and the production of high-impact campaigns and experiences. The agency collaborates with leading brands and internationally recognised talent to create meaningful connections that drive visibility, engagement, and cultural relevance.
MGI has produced notable collaborations including Brad Pitt x Cadillac, David Beckham x Jaguar, Jessica Alba x JORYA, Beyoncé x Pernod Ricard, Jay Chou x LOTTE Duty Free, and Li Bingbing x Gucci.
