RPA has two new spots for Honda that highlight the features and competitive advantages of Honda’s two core vehicles — the Accord and the Civic — continuing the “Start Something Special” tagline introduced last September.
While the copy is a relatively straightforward rundown of features and what sets Honda apart from the competition, the footage was a bit more complicated to capture. The spots use “a complex camera technique called parallax, whereby the camera and scenery are moved in such a way that the car appears to be moving when in actuality it’s standing still.” The Accord spot, for example, was filmed in one single shot, with the last take being the one used in the ad. All effects were done in camera, with elaborate lighting and choreography used to simulate different locations within the spot. RPA collaborated with production company Reset to create the desired effect. Stick around for credits and “Lydia’s Civic” after the jump.
Credits:
Agency: RPA
EVP, CCO: Joe Baratelli
SVP, ECD: Jason Sperling
ACD, Art: Joao Medeiros
ACD, Copy: Alex Goulart
SVP, Chief Production Officer: Gary Paticoff
VP, Executive Producer: Isadora Chesler
Producer: Joshua Herbstman
Broadcast Production Coordinator: Angela Pascal
Production Company: Reset
Director: US through Reset (USA) & Academy Films (UK)
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Producer: Caroline Pham
DP: Claudio Miranda
Editorial Company: Rock Paper Scissors
Editor: Paul Kumpata
Executive Producer: Carol Lynn Weaver
Post Finishing: A-52
Lead Artist: Jesse Monsour
Producers: Carol Collins, Heather Johann
Executive Producer: Jennifer Sofio Hall
Music and Sound Design: Barking Owl
Audio Mix: Lime Studios
Mixer: Dave Wagg