Honda, W+K Take a Drive Through the Creative Process of Filmmaking in Lush New Ad

Turning dreams into movies (and cars)

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How does a Big Idea become a feature film?

A new spot from Honda and Wieden+Kennedy London sets out to answer that question by quite literally illustrating the creative process of making a movie. It’s an ad for four different cars that doubles as a glimpse behind the scenes at the work of the “Dream Makers” who turn those visions into reality on screen.

The 90-second film, created as part of Honda’s partnership with Britain’s Channel 4, takes viewers through each stage of the filmmaking process, including storyboarding, illustration, filming and animation, moving at a blink-and-you’ll-miss-it pace while managing to showcase the Civic, Civic Type R and CR-V cars, as well as the Africa Twin motorcycle.

A closer viewing reveals that each vehicle inhabits a different storyline that’s specific to a certain film genre.

This ad will air alongside all of the films on Channel 4’s affiliates for the next year.

The spot celebrates the creative process, which Honda itself goes through as a designer of vehicles (and, likewise, W+K does as a maker of ads.) “‘Dream Makers’ promises to be yet another iconic Honda campaign, one which celebrates the similarities between the incredibly detailed process of filmmaking and that which Honda puts into making its products,” said Honda U.K. head of communications Olivia Dunn.

“The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand,” added W+K London creative directors Carlos Alija and Laura Sampedro of this work. “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.”

Amid talk of robots taking over for agency creatives, this campaign serves as a timely reminder that automation can never quite replicate our own individual visions and idiosyncrasies.

Client: Honda
Agency: Wieden+Kennedy London

Executive Creative Directors: Tony Davidson, Iain Tait, Kim Papworth
Creative Directors: Carlos Alija, Laura Sampedro
Creatives: Carlos Alija, Laura Sampedro, Juan Sevilla, Mico Toledo
Group Account Director: Nick Owen
Account Director: James McHoull
Account Manager: Olivia Amato-Pace
Executive Producer: James Guy
Producer: Michelle Brough

Production Company: Time Based Arts
Directors: James Allen and Mike Skrgatic
DOP: Daniel Landin
Producer: Bonnie Anthony
Editor: Paul Hardcastle
VFX Supervisors: Sheldon Gardner, Stephen Grasso
Lead Flame: Luke Todd, Matt Jackson, Thiago Dantas
Flame: Jamie Crofts, Adam Paterson
Lead Nuke: Matt Shires, Bernie Varela
Nuke: Ralph Briscoe, Aitor Arroyo, Linda Cieniawska

3D Design: Chris Wood, Dan Davie, Tom Robinson, Stephen Ross, Mike Battcock, Sam Osbourne, Federico Vanone, Nigel Timms, Federico Guzzardo, James Mann, Oscar Gonzalez Diez, Dave Loh, Jeroen Hooghoudt, Tom Hall, Jess Gorick

Artists: Sylvie Minois, James Husbands, Yibi Hu, Nigel Raynor, Ben Oliver

Additional Photography: Dan Lowe
Colourist: Simone Gratarolla
Executive Producer: Tom Johnson

Sound design: Sam Ashwell, 750mph
Original music: Sounds & Sons
Composer / Arranger: Jean-Gabriel Becker, Sounds & Sons

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: July 19, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT