Project:

Honda

'My 18 Accord'

We set out to imagine a world in which every camera pan and each glimmer of light could magically ignite the energy of our spot while highlighting every new safety feature for the new 2018 Honda Accord.  This is not your typical sedan.  In order to showcase this new car we used a mixture of glass, prisms and light to carefully guide the viewer’s eye through these new features.

 

We pushed fantasy into the real world, letting the textures, materials and lighting blend together and create a perfect hybrid of CG and live action.  The lighting breathes warmth into the environment and reveals subtle imperfections to ground us in reality.

Credits

  • Production Company: Gentleman Scholar
  • Directors: William Campbell & Will Johnson
  • Executive Producer: Jo Arghiris
  • Head of Production: Tyler Locke
  • Line Producer: Richard Kaylor
  • DP: Neil Shapiro
  • Production Designer: Vincent Reynaud & Kelly Gunning
  • Design & Animation: Gentleman Scholar
  • Creative Directors: William Campbell & Will Johnson
  • Executive Producer: Jo Arghiris
  • Head of Production: Tyler Locke
  • Art Director: Juan Carlos Cuadra
  • CG Supervisor: Tim Hayward
  • Sr Producer: Nikki Ferrara
  • Designers: Kenny Kerut, Vin Kim, Hana Eunjin Yean, Logan Sprangers
  • Model/Texture Artists: Allan Bernado
  • 3D Animators: James Lane, Jamie Sawyer
  • 3D Generalists: Allan Bernardo, Patrick Warner
  • Lighters: Kevin Kim, Robin Kim, Kevin Njoo, Brandon Lester, Raphael Protti
  • Comp Supervisor: Matt Lavoy
  • Compositors: Kevin Kim, Matt Lavoy, Kevin Njoo, Chris Russo
  • Flame Artist: Matt Lavoy
  • Storyboards: Gordon Kljucec
  • Editorial: Gentleman Scholar
  • Editor: Jason Webb
  • Assistant Editor: Miki Gilmour
  • Client: American Honda Motor Co. Inc
  • Manager, Honda Regional Marketing: David Yick
  • Asst Manager, Honda Regional Marketing: Karen Kim
  • Agency: RPA
  • Spanish Language Agency: Orci
  • Mix: Lime Studios
  • Music & Sound Design: Mophonics

THE CAMPAIGN

We imagined the Accord driving through a crystal world with dreamlike qualities to highlight its sleek design.

 

PROCESS

In pre viz, we mapped out our live action car placement, hero action and all camera set ups. We then designed and built fully CG environments and tracked them into each scene, adding subtle details every step of the way.  In the end we were able to seamlessly integrate the two worlds to craft a space that was both grounded and fantastical.

 

 

Collaborators by Design