CR Blog

W+K launches new Honda idents for Channel 4

Advertising

Posted by Rachael Steven, 19 June 2013, 16:25    Permalink    Comments (5)

Wieden + Kennedy has launched a new set of animated idents for Honda's sponsorship of Channel 4 documentaries featuring miniature versions of some of the automotive brand's best-known inventions.

The videos, which aired last night during TV show Child Genius, feature an engineer's hands toying with Honda products including a jet, a boat, a set of cars and Honda's walking, talking robot, ASIMO.

Wieden + Kennedy started work on the idents in January. “We took a slightly different approach this time, making one long video which linked all of the products featured before chopping it up into individual idents,” explains art director Aaron McGurk. The longer video will be launched on social media channels in July and will feature Honda inventions from the past 60 years.



“It won't have an ending as such - because Honda's constantly innovating - but it will show the breadth of products the company has worked on,”  he adds.

Making the idents was a long and complex process – the video took around three-and-a-half months to make and was shot using movable, weighted greyscale models which were later replaced with CG animations.

The actor featured was given a strict set of instructions on how his hands should move, explains McGurk, and had to pause and resume the same position while miniature models were switched.
Smith & Foulke then removed all traces of the real-life models and replaced them with Nexus's CG creations.

“The tracking took a lot of time – the animators had to make sure that it always looks like the actor's hands are holding the product and all traces of the real life models had to be removed. Getting the sound transitions right was also tricky – all of the sounds featured are recordings of Honda engines and products, and some from as far back as the 1960s,” says McGurk.

It's a clever idea, and a fun and engaging take on Honda's drive for innovation.



Credits
Creative directors: Tony Davidson & Kim Papworth
Copywriter: Chris Lapham
Art Director: Aaron McGurk
Producer: James Guy
Production company: Nexus
VFX: Nexus Productions & Analog
Director: Smith & Foulkes
Music + Sound: Factory & Siren

Pink Floyd fans may recognise the cover of our June issue. It's the original marked-up artwork for Dark Side of the Moon: one of a number of treasures from the archive of design studio Hipgnosis featured in the issue, along with an interview with Aubrey Powell, co-founder of Hipgnosis with the late, great Storm Thorgerson. Elsewhere in the issue we take a first look at The Purple Book: Symbolism and Sensuality in Contemporary Illustration, hear from the curators of a fascinating new V&A show conceived as a 'walk-in book' plus we have all the regular debate and analysis on the world of visual communications.

You can buy Creative Review direct from us here. Better yet, subscribe, save money and have CR delivered direct to your door every month.

CR for the iPad

Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app updates with new content throughout each month. Get it here.

5 Comments

Love it! Saw them on Channel 4 tonight, great job! Honda really is a constantly innovating company with what is in my opinion a superb brand image, particularly with their cars and how they are presented. No silly smoke and mirrors like the usual suspects i.e. BMW, Mercedes, Renault etc
George
2013-06-20 00:39:32


Hat's off to Honda, both the animators and the sound engineers did an excellent job. It can't have been easy recreating and polishing those vintage 1960s sounds.
Jack
2013-06-23 14:47:00


Great work, what these do is give Honda a personality, so lacking in other Japanese automotive brands and you can't beat a Honda lawnmower!
HTDL
2013-06-25 10:37:01


I really like the first one with the car that transforms into a plane. I agree with Jack that the animation and sound is excellent.
Matthew Stapleford
2013-06-27 10:16:00


Found some more info and pictures here. http://www.analogstudio.co.uk/work/Honda
Mark Bennet
2013-07-07 12:32:43


Tell us what you think

What happens with my feedback?

We no longer require you to register and have a password in order to comment, simply fill in the form below. All comments are moderated so you may experience a short delay before your comment appears. CR encourages comments to be short and to the point. As a general rule, they should not run longer than the original post. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.

Get the RSS Feed
NULL