Creativity

Nature Is Rendered in Intricate Detail in This Mesmerizing Honda Spot

RSA's Johnny Hardstaff Directs VFX Heavy Ad for the 2015 Civic

Published on May 07, 2015

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.

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Credits

Date
May 07, 2015
Agency:
Wieden + Kennedy London
Client:
Honda
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
Agency Executive 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 of 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
Lead 3D:
Anthony Bloor
Colorist:
Jean-Clément 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 D'Cruz

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