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.