MPC and RSA Films along with director Johnny Hardstaff have created a new ad film for Honda. The spot, conceived by Wieden+Kennedy uses complex filming techniques to create the virtually frozen look for the 60 second spot and corresponding 20 second cutdowns for each car in the Honda Civic range.
MPC worked closely with Hardstaff and the production team, shooting the cars at 1000 frames per second on a bespoke Bolt camera rig, and separately shooting engineers and backdrops at 25 fps before marrying the two.
The 3D teams created multiple elements from dirt and vapour through to the train and elegant butterfly, and in absence of the Type R car – which was yet to be created – built it in CG from scratch.
Engineers are seen enter a paused driving scenario and heighten it in the spot, augmenting it to perfect the experience. CG lasers were created for the opening sequence, with the blossom placed on the lasers path to amplify the billowing cloud of petals behind the Sport.
The scenes with the Blue Tourer car were captured on up to 10 different plates, with added CG lasers, vapour and numerous bespoke plates. Towards the end of the spot the city scene, capturing a close up the Red Type R, was created completely in CG, with added water splashes, reflections and CG wire poles in the background.
Credits:-
Agency: W+K London
Agency Producer: Michelle Brough
Creatives: Ben Shaffery & Max Batten
ECD’s: Tony Davidson, Kim Papworth & Iain Tait
Production Company: RSA Films
Director: Johnny Hardstaff
Production Company Producer: Annabel Ridley
DOP: Martin Ruhe
VFX: MPC
VFX Supervisor: Adam Crocker
CG Supervisor: Anthony Bloor
VFX Producer: Dionne Archibald
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
Grade: MPC
Colourist: Jean-Clément Soret