#mgientertainment

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James Blunt is brilliant performer and hilarious. Great to see you again JB! Thanks for looking after some of our friends last week & thank you Stephanie (Paradigm) for organizing 

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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.

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

About DENZA

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.

About MGI Entertainment

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.

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2023 PLATE FOR A MATE

Poverty, hunger, and homelessness are rising across Australia. The biggest increase in living expenses in more than 20 years and the highest inflation in three decades mean thousands are struggling to put food on the table and pay bills.

#PlateForAMate is an awareness campaign, now in its fourth year, raising funds for the Black Dog Institute’s mental health research programs.

In 2023 our chefs are also showing Aussie families how to create affordable, premium meals and still save money.

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LOTTE DUTY FREE LAUNCHES JAY CHOU’S PHANTACi FASHION LABEL

The VIP launch event in Sydney featured an exclusive first-class lounge experience by Lotte Duty Free, showcasing a medley of international celebrities and fashion icons. Attendees revelled in a night punctuated by style, fun, absolutely delicious food from nearby Ni Hao Bar, invigorating music, signature cocktails, and, in a nod to cultural fusion, bubble tea.

PHANTACi’s limited-edition ‘Sydney City’ collection, worn by Alan Kuo and Ric, is exclusively available at Lotte Duty Free’s Sydney store. The following day of the launch, Jay Chou himself astonished fans and shoppers by making an unexpected appearance at the Sydney flagship.

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Lotte Duty Free x Jay Chou Carnival World Tour Australia

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Fun afternoon with famous KOL ‘Shi Shi’ & Tennis legend Lleyton Hewitt for BIO-E.

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Norco has been a dairy cooperative since 1895 which means Norco has been around for 120 years where 100% of the farmers are Australian from generation to the next generation and they are very passionate about what they do. They are happy if people buy their products because it means they are showing love and support for local farmers. The name Norco itself comes from them and stands for Northern Coast Co-operative.

#CapeByron is Inspired by the generosity of this coastline, our flavours brim with decadent textures, swirls and clusters that complement our heavenly ice cream. Crafted with our famous milk and cream from local farms, every scoop is an invitation to join us in paradise.

#FarmerRange The New Norco 100% Australian Farmer Owned 2L Range is bringing classic family favourite flavours to Aussie homes with the quality and taste they’ve come to expect from Norco. Whether you enjoy it with topping & mix ins, on top of an apple pie or with dessert, in a milkshake or straight from the tub, we know the whole family will love Norco’s 100% Australian Farmer Owned 2L range. in the heart of Lismore, the journey has been both heartbreaking and triumphant.

MGI was glad to support their latest campaign. More content is coming😍

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MGI Sydney Office 🤍🖤🤍🖤

Check out our Business Profile: https://g.page/r/CZoK7_JO2WhJEAE

Address: Level 6/201 Kent St, Sydney NSW 2000, Australia

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