For the latest spot in its “The Power of Dreams” campaign for Honda, RPA teamed up with stop-motion animation director PES and a group of artists for the two-minute “Paper.”
The spot opens with a depiction of founder Soichiro Honda using a radio generator to power his wife’s bicycle. From there, animated depictions of the company’s history and vehicles transition into each other with clever transitions, ending with the line “You never know where dreams can take you.” The result is visually mesmerizing, even if viewers might not always get how each piece of the puzzle fits in with Honda’s history. Viewers who see the spot online can easily access that information, however, as they are prompted to view an interactive version which highlights each product shown. The spot is supported by promotion on Honda’s social channels, including YouTube, Facebook, Vine and Instagram. There’s also a behind-the-scenes video (featured below) for those curious about the creative process behind “Paper.”
“Paper” took months to bring to life, with multiple artists creating thousands of hand-drawn images on paper. It made its debut yesterday during CBS coverage of NFL football. It will continue to air on broadcast during programs including Dancing with the Stars, Blue Bloods, Rosewood and Minority Report, as well as during ESPN’s Saturday College Football to cap the week off. A 60-second version will continue to run throughout October on NBC, CBS, Fox and ABC.
“The goal is for the marketing itself to become a demonstration of Honda thinking and all the people that touch our wide range of products along the way,” said Tom Peyton, assistant vice president of marketing for American Honda Motor Company. “This commercial stands for the courage and conviction to imagine and make dreams a reality and speaks to Honda’s innovative nature and respect for personal achievement and contributions.”
Credits:
Agency: RPA
EVP, CCO: Joe Baratelli
SVP, ECD: Jason Sperling
VP, CD/Art Director: Chuck Blackwell
VP, CD/Copywriter: Ken Pappanduros
Senior Copywriter: Chris Bradford
Art Director: Laura Crigler
Copywriter: Josh Hepburn
SVP, Chief Production Officer: Gary Paticoff
VP, Executive Producer: Isadora Chesler
Producer: Matt Magsaysay
SVP, Group Strategic Planning Director: Christian Cocker
VP, Director of Business Affairs: Maria Del Homme
EVP, Management Account Director: Brett Bender
VP, Group Account Directors: Adam Blankenship & Jeff Moohr
Management Supervisor: Rose McRitchie
Account Executives: Susan Kim & Paul Sulzer
Product Information Manager: Marco Fantone
Production Company: Reset Content
Director: PES
Managing Director: Dave Morrison
Executive Producers: Jen Beitler & Jeff McDougall
Head of Production: Amanda Clune
Producer: Stan Sawicki
DP: Eric Adkins
Production Supervisor: Mario D’Amici
Production Designer: John Joyce
Motion Control Operator: Mark Eifert
Motion Control Assistant: Calvin Frederick
Animation Supervisor: Eileen Kohlhepp
Animators: Amy Adamy, Sihanouk Mariona, David Braun, Julian Petschek, Javan Ivey, Jen
Prokopowicz, Brandon Lake, Ranko Tadic & Quique Rivera
Illustrators: Jerrod McIlvain, Nicole Cardiff, Vincent Lucido, Arwen King, Meghan Boehman, Monica Magana, Kei Chong, Trevor Brown & Alex Theodoropulos
Set Dresser/Painter: Veronica Hwang
Illustration Coordinator: Evan Koehne
Art Department: Nate Theis, Ellen Ridgeway, Melissa Quezada
Editorial: Rock Paper Scissors
Editor: Stewart Reeves
EP: Angela Dorian
Producer: Leah Carnahan-Dogruer
Assistant Editor: Jasmina Zaharieva
VFX &Finishing: A52
VFX Supervisor & Lead Flame: Andy Rafael Barrios
CG Supervisor: Kirk Shintani
EP: Patrick Nugent
Producer: Lusia Boryczko
Head of Production: Kim Christensen
Executive Producer: Patrick Nugent
2D VFX Artists: Michael Plescia, Enid Dalkoff, Chris Moore, Cam Coombs, Michael Vagilenty
CG Artists: Aaron Baker, Mike Bettinardi, Michael Cardenas, Jon Belcome, Joe Chiechi
Pre-Viz: Ranko Tadic, Ingolfur Guomundsson, Benito Vargas
Colorist: Tommy Hooper
Online Editor: Dan Ellis
Color/Online Assist: Gabe Sanchez, Chris Riley, Erik Rojas
Roto Artists: Cathy Shaw, Robert Shaw, Tiffany Germann
Sound Design: Factory UK – Sound Design Studios
Sound Designer: Phil Bolland
Head of Production: Lou Allen
Mix: Lime Studios
Re-Recording Mixer: Dave Wagg
Assistant Re-Recording Mixer: Adam Primack
Executive Producer: Susie Boyajan