Nature Is Rendered in Intricate Detail in This Mesmerizing Honda Spot
RSA's Johnny Hardstaff Directs VFX Heavy Ad for the 2015 Civic
Editor's Pick
Superb use of VFX makes this spot for the new model of the Honda Civic stand out, creating a mesmerizing look and feel. The campaign, by Wieden & Kennedy London and directed by RSA's Johnny Hardstaff, depicts a Civic almost frozen in motion as it's surrounded by beautifully rendered inanimate objects such as individual beads of water, cherry blossoms and a butterfly and bird in flight, as we see engineers working on building the car. In a statement, Hardstaff says the aim was to "deliver a sense of technology but with real warmth and originality."
According to MPC, which was responsible for VFX, the cars were shot at 1,000 frames per second on a bespoke Bolt camera rig, with engineers and backdrops shot separately before marrying the two. MPC's 3D team created multiple elements, from dirt and vapor through to the train and butterfly, and built the car in CG from scratch, as it had yet to be launched.
The launch film is accompanied by three 20-second spots, each concentrating on one of the three new Civic models, and an accompanying print campaign.
Credits
- Date
- May 07, 2015
- Brand :
- Honda
- Client :
- Honda
- Agency :
- Wieden & Kennedy-London
- Visual Effects :
- MPC
- Director :
- Johnny Hardstaff
- Production Company :
- RSA Films
- Creative Director :
- Scott Dungate
- Copywriter :
- Ben Shaffery
- Copywriter :
- Max Batten
- Executive Creative Director :
- Tony Davidson
- Executive Creative Director :
- Kim Papworth
- Executive Creative Director :
- Iain Tait
- Executive Agency Producer :
- Danielle Stewart
- Planning Director :
- Martin Beverly
- TV Producer :
- Michelle Brough
- TV Production Assistant :
- Tom Dean
- Production Company :
- RSA Films
- Director :
- Johnny Hardstaff
- Executive Producer :
- Kai Hsiung
- Line Producer :
- Annabel Ridley
- Director, Photography :
- Martin Ruhe
- Editorial Company :
- Work Post
- Editor :
- Art Jones
- Visual Effects Company :
- MPC-LA
- Visual Effects Supervisor :
- Adam Crocker
- Visual Effects Supervisor :
- Anthony Bloor
- Flame Artist :
- Adam Crocker
- Visual Effects Producer :
- Dionne Archibald
- 3D Lead :
- Anthony Bloor
- Colorist :
- Jean-Clment Soret
- Music+Sound Company :
- Nathan Connolly @ Mutant Jukebox
- Sound Designer :
- Sam Ashwell @ 750MPH
- Producer :
- Shervin Shaeri @ Mutant Jukebox
- Mix Company :
- 750mph
- Mixer :
- Sam Ashwell
- Producer :
- Sam Robinson
- Producer :
- Mary-Ann DCruz
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