Creativity

Honda's Dazzling Multimedia Ad Is a Love Letter to Filmmaking

Creative Process Laid Bare in High Velocity Spot

By Emma Hall. Published on Jul 18, 2017

Editor's Pick

Honda is showcasing the craft and innovation that goes into filmmaking with a new spot to marks its sponsorship of U.K. Channel 4's "Film on 4" programming.

Created out of Wieden & Kennedy, London, the ad takes viewers step-by-step through the scripting, storyboards, special effects and grading of four impeccably-crafted scenes, each depicting a different film genre: thriller, sci-fi, romance and action. The main characters from each scene pair with a Honda model that fits the story -- whether it's the new Civic, Civic Type R, CR-V or Africa Twin motorcycle.

The ad aims to show the parallels between the pursuit of excellence that drives both Honda and great moviemakers.

"The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand," said W&K creative directors Carlos Alija and Laura Sampedro in a statement. "There's crazy technology involved in making a film or a Honda nowadays, but it's ultimately the warmth of the human touch that makes them achieve excellence."

Along with the main spot, running online and in cinema, related idents will broadcast alongside films shown on Channel 4, Film4 and E4 over the next year. Time Based Arts produced the ads, with direction by James Allen and Mike Skrgatic.

Previously, Wieden & Kennedy and Honda were behind the award-winning "Hands" campaign promoting Channel 4 documentaries.

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About

Credits

Date
Jul 18, 2017
Agency:
Wieden & Kennedy London
Client:
Honda
Executive Creative Director:
Tony Davidson
Executive Creative Director:
Iain Tait
Executive Creative Director:
Kim Papworth
Creative Director:
Carlos Alija
Creative Director:
Laura Sampedro
Creative:
Carlos Alija
Creative:
Laura Sampedro
Creative:
Juan Sevilla
Creative:
Mico Toledo
Group Account Director:
Nick Owen
Account Director:
James McHoull
Account Manager:
Olivia Amato-Pace
Executive Producer:
James Guy
Producer:
Michelle Brough
Production Company:
Time Based Arts
Director:
James Allen
Director:
Mike Skrgatic
Director of Photography:
Daniel Landin
Producer:
Bonnie Anthony
Editor:
Paul Hardcastle
VFX Supervisor:
Sheldon Gardner
VFX Supervisor:
Stephen Grasso
Lead Flame:
Luke Todd
Lead Flame:
Matt Jackson
Lead Flame:
Thiago Dantas
Flame:
Jamie Crofts
Flame:
Adam Paterson
Lead Nuke:
Matt Shires
Lead Nuke:
Bernie Varela
Nuke:
Ralph Briscoe
Nuke:
Aitor Arroyo
Nuke:
Linda Cieniawska
3D/Design:
Chris Wood
3D/Design:
Dan Davie
3D/Design:
Tom Robinson
3D/Design:
Stephen Ross
3D/Design:
Mike Battcock
3D/Design:
Sam Osbourne
3D/Design:
Federico Vanone
3D/Design:
Nigel Timms
3D/Design:
Federico Guzzardo
3D/Design:
James Mann
3D/Design:
Oscar Gonzalez Diez
3D/Design:
Dave Loh
3D/Design:
Jeroen Hooghoudt
3D/Design:
Tom Hall
3D/Design:
Jess Gorick
Artists/Concept:
Sylvie Minois
Artists/Concept:
James Husbands
Artists/Concept:
Yibi Hu
Artists/Concept:
Nigel Raynor
Artists/Concept:
Ben Oliver
Additional Photography:
Dan Lowe
Colorist:
Simone Gratarolla
Executive Producer:
Tom Johnson
Sound Design:
Sam Ashwell
Sound Company:
750MPH
Original Music:
Sounds & Sons
Composer:
Jean-Gabriel Becker

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