The video below was all done in camera. While there might have been some post work done here, the important thing to think about is, the animation was all done in camera. That means the pre-planning and visualization for this spot had to be perfect before they started shooting. Why? because New York-based stop-motion artist Adam Pesapane has 3000 unique shots here. I’m sure there were a lot of reshot sections and do-overs, but still I’m sure this was planned out down to the last details. The total time to build and complete was around 4 months, and it shows. The animation is seamless, and the quality is fantastic, which just goes to show that quality takes time and can’t be rushed.
To introduce the new Honda CRV director Chris Palmer and Glassworks Creative Director Jordi Bares worked to create the first endless commercial playing off of an optical illusion called the “Droste Effect” which creates an endless visual loop. Taking more than 126 previs attempts using 3D modeling, Glassworks opted to build an actual set and shoot the spot live, blending the final results with CGI components. In addition to the TV spot, there is a YouTube channel that locates your position on the planet and serves up a rendering of the commercial that mirrors the time of day, weather conditions, and knows your location. In addition, you can navigate to other cities around the world to see what the conditions are like there. This is really, really nice work tying together digital and broadcast components into a hypnotic and engaging promotion. Both the making of, and the finished video are below.
Working in the field of digital design for the last couple of decades I have become keenly aware of the shift away from tangible objects, the connection we have with them, and a returning desire to engage with them. There is an entire generation of people that have grown up surrounded by computer generated content, and content that only exists in some form of electronic bits. Over the last few years there has been a strong resurgence for hand crafted, tangible, physical things that extend beyond the digital world that exploded in the 1990’s. The video below by Douglas Gautraud was produced for the My Rode Reel competition and is an exploration about relationships, objects, times, ideas, and people. It’s a great little narrative short that was one of the Vimeo staff picks and rightly so. The five minute film can be voted on here for a chance for Gautraud to win.
Every day people see commercials on TV, the internet, in movie theaters, their mobile handset, etc. Most of the time we never really think about the amount of work that goes into the final production of that 30 to 60 second clip. The reality is, there is a boat load of post work that is done, after a boat load of on set production work. Then there is the preproduction work, with scripts, storyboards, style frames, and more. Below are two videos that show just how much post work goes into making that commercial sexy enough to maybe get you to buy a product.
The videos from Glassfin are for the Honda Wave 110. The first shows the final directors cut of the spot. A whopping thirty seconds of video. The second shows the compositing and post production breakdown of how this was put together with live action footage, CGI, particle systems, color grading, and so much more. If you have ever been curious about what it takes to make an award winning commercial, this is an excellent example.
Most car ads, like beer ads get lost in a sea of white noise. Each ad points out pretty much the same thing, in typical fashion with out much originality or creativity. I think that is why this new spot for Honda really sticks out. It is a clever and creative approach to your typical car ad. It’s fun, inventive, holds your attention, and most of all leaves the brand name imprinted in your mind long after it has stopped. Blending some great CGI work with live action and killer sound design, Honda has launched a winner with this ad for the new Civic Tourer. Both the finished piece and the making of video are below.
Honda has been pushing some really great advertising lately, and the ad below for the new CRV is no exception. Using a combination of anamorphic illustrations and forced perspective techniques this 30 second spot is a non stop mind bending illusion. When you see it, you’d be tempted to think that this was paired with CGI and post techniques, but it’s not. The second video shows how it was done and is equally as fascinating.
Want a video to go viral? Well there is no magic formula. It helps though if you have very compelling content that is executed with extremely high production values. It also helps if you are using a similar formula to an online video that was off the charts about 10 years ago. One of the first viral video darlings. This is the case for Honda’s new spot titled “Hands”. Since it was published on July 3rd, it has grabbed 2,715,000+ views on YouTube alone. Not bad at all. Like I said it helps when your spot is well produced, and well thought out. This spot is. Along with the new “Hands” spot I have added the original “The Cog” below it incase you need a visual refresher.