W+K London worked with production company Time Based Arts to craft an animated celebration of “Dream Makers” for Honda U.K. which marks the directorial debut of James Allen and Mike Skrgatic.
The spot features four characters, who each drive a different model of Honda in their respective stories. Each of them races toward the conclusion of a plot that is already in progress. Interestingly, various stages of the process behind the creation of each segment is shown in detail, while the action unfolds.
The process, as it turns out, is at least as important as the individual stories themselves. It’s at the heart of the message celebrating the “Dream Makers” behind bringing such ideas to life, from script to finished product, implicitly likening them to the minds behind the Honda vehicles shown.
“The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand. There’s crazy technology involved in making a film or a Honda nowadays, but it’s ultimately the warmth of the human touch that makes them achieve excellence,” W+K London creative directors Carlos Alija and Laura Sampedro explained in a statement published by LBB.
Shorter spots, presumably individual scenes from the full version, will run on films shown on Channel 4, More4, Film4 and E4 for a full year, with a longer version living on as cinema ad and online.
The campaign follows a similarly high concept campaign from a competitor here in the U.S. last month. Saatchi & Saatchi L.A. launched a series of short films for Toyota which each played with the concept of time.
Creative Agency: Wieden+Kennedy London
Creative Directors: Carlos Alija, Laura Sampedro
Creatives: Carlos Alija, Laura Sampedro, Juan Sevilla, Mico Toledo
Executive Creative Directors: Tony Davidson, Iain Tait, Kim Papworth
Producer: Michelle Brough
Executive Producer: James Guy
Account Manager: Olivia Amato-Pace
Account Director: James McHoull
Group Account Director: Nick Owen
Production Company: Time Based Arts
Directors: James Allen, Mike Skrgatic
DOP: Daniel Landin
Producer: Bonnie Anthony
Post-Production Company: Time Based Arts
3D: Chris Wood, Dan Davie, Tom Robinson, Stephen Ross
Executive Producer: Tom Johnson
Colourist: Simone Gratarolla
Concept Artists: Sylvie Minois, James Husbands, Yibi Hu, Nigel Raynor, Ben Oliver
3D Artists: Federico Guzzardo, James Mann, Oscar Gonzalez Diez, Dave LohMike Battcock, Sam Osbourne, Federico Vanone, Nigel Timms, Jeroen Hooghoudt, Tom Hall, Jess Gorick
Nuke Artist: Ralph Briscoe, Aitor Arroyo, Linda Cieniawska
Nuke: Matt Shires, Bernie Varela (Lead)
Flame Artists: Jamie Crofts, Adam Paterson
Flame: Luke Todd, Matt Jackson, Thiago Dantas (Lead)
VFX Supervisor: Sheldon Gardner, Stephen Grasso