Honda, Civic Range



MPC and Johnny Hardstaff capture the most powerful feeling for W+K’s Honda Civic campaign

Honda technicians augment the perfect driving experience in this visually stunning spot, directed by Johnny Hardstaff through RSA films and conceived by Wieden+Kennedy. Using complex filming techniques to create the virtually frozen look, the 60” spot and corresponding 20” cutdowns for each car showcase Honda’s full Civic Range.

Johnny takes us through the project, “The trick with this Honda project was to deliver a sense of technology but with real warmth and originality. To get there we had to be particularly original with how we created our images. This meant once again doing things that are generally inadvisable. I repurposed the hi-speed Bolt rig as a more portable motion control set-up and dragged it up a mountain, to a remote Spanish village and onto a Madrid motorway at night. 

 

This is in no sense a good idea, but what it gave us were fascinating results, shooting natural phenomena in unnatural ways, all of which then needed extensive processing and reworking by MPC I love a complex, layered head scratcher of a project as much as the team I love to work with at MPC. This one kept us engaged to the very end. Led by Dionne Archibald, Adam Crocker and Anthony Bloor ate it up with great flair and ingenuity, diligently crushing each creative challenge one by one. In fact MPC’s VFX team handled the integration of 3D CGI with such a deft and nuanced touch that the end result is misleadingly simple and natural, this in itself every bit a testament to what is their great film craft.”

Credits

Agency

W+K London

Production Company R

SA Films

Director

Johnny Hardstaff

Agency Producer

Michelle Brough

Creative Director

Scott Dungate

Copywriters

Ben Shaffery & Max Batten

Executive Creative Directors

Tony Davidson, Kim Papworth & Iain Tait

Agency Executive Producer

Danielle Stewart

Production Company Producer

Annabel Ridley

DoP

Martin Ruhe

Editor

Art Jones @ Work

Post VFX

MPC

VFX Supervisor 2D

Adam Crocker

VFX Supervisor 3D

Anthony Bloor

VFX Producer

Dionne Archibald

Grade MPC Colourist

Jean-Clément Soret

Sound

750MPH

VFX Team

Ben Perrott, Andrew Roberts, Tim Civil, Tushar Kewlani, Thomas Carrick, Steve Oakley, Gerard Dunleavy, Alessandro Granella, Mike Cosgrave, Joshi John, S. Alexander Kulikov, Giles Hicks, Sundaramoorthy, Rajinikanth R, Avinash Bhandary, Sindhuja B, Prashanth Parasivam & Akshay Sunil Wadwalkar