RPA Teams With Director Paul Mitchell, a52 To Tell “Origin” Story For Honda
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Robert Goldrich2146 views
Honda debuts a new brand marketing campaign taking viewers on a journey through the company’s global, 73-year product history to demonstrate how it will continue innovating to fulfill the vision of founder Soichiro Honda that “the purpose of technology is to help people.” The “Origin of Determination” campaign kicks off with this 60-second TV spot highlighting over 100 of Honda’s pioneering products, while pointing toward Honda’s future.
Starting with Honda’s first product, the 1947 A-Type motorcycle, the TV spot features a host of legendary two and four-wheeled race machines, the all-new 2022 Civic, and the wide-ranging Honda product portfolio – including cars, light trucks, motorcycles and all-terrain vehicles, marine engines and the HondaJet Elite S.
Set to “Stampede”--a remix of Verdi’s “La Traviata, Act I”--by Superhuman, the :60 showcases a mix of new and iconic heritage Honda products such as:
- 1949 Honda Dream D-Type: the first original motorcycle created by Soichiro Honda
- S600 sports car: the company’s first passenger car
- RA272 Formula 1 race car: the first Honda race machine to win an F1 race in 1965, and various other Honda-powered race machines
- 1973 Honda Civic: the breakthrough first-generation Civic that led the industry in meeting the stricter exhaust emissions requirements of the U.S. Clean Air Act without using a catalytic converter
- 2022 Honda Civic: the best-handling, best-equipped and most fun-to-drive Civic ever
- Honda’s rugged light truck lineup: including the 2022 Ridgeline pickup
- Honda powersports products: including the Talon sport side-by-side
- HondaJet Elite S: the fastest, farthest and highest-flying aircraft in its class
Honda worked with its agency of record, RPA, on the new brand campaign. Director Paul Mitchell, known for his passionate storytelling with a cinematic eye and the ability to connect live-action with visual effects, and VFX company, a52, helped bring the Honda “Origin of Determination” creative to life.
Client American Honda Motor Co., Inc. Agency RPA Joe Baratelli, EVP, chief creative officer; Ken Pappanduros, VP/group creative director; Sarah May Bates, VP/creative director; Matthew Pullen, associate creative director/art director; Gary Paticoff, EVP/chief production officer; Selena Pizarro, SVP, director, video production; Ryan Radley, sr. producer; Will Conover, video production coordinator. Live Action Production Spoon Films (El Mirage) Tobia Sempi, DP; Maureen Tunney, line producer; David Wolfson, exec producer. Gatehouse Films (Namibia) Rory O’Grady, DP; Karin Tanchel, exec producer/line producer; Laila Shrand, unit production manager. Design Elastic Paul Mitchell, creative director/director; Kaya Thomas, Min Shi Haram Jung, designers; Vince Wei, storyboard artist. VFX a52, Santa Monica, Calif. Andy McKenna, VFX supervisor; Kirk Shintani, CG supervisor; Steve Wolff, lead Flame artist; Adam Flynn, Michael Vaglienty, Rod Basham, Andres Barrios, Stefan Gaillot, compositors; Kevin Stokes, Ujala Saini, John Valle, Chris Riley, Flame artists; Andy Wilkoff, Aemilia Widodo, Alvaro Segura, Bryan Cox, Chris Clyne, Derek Friesenborg, Dustin Mellum, Jade Smrz, Jerry Weil, Joao Rosa, Joe Chiechi, Joe Paniagua, Joey Bettinardi, José Limon, Josh Dyer, Jun Kim, Michael Bettinardi, Miguel A Salek, Mike Oakley, Ryan Chong, Samir Lyons, Scott Nishiki, Tim Kadowaki, Weiyo Sha, Ziyan Zhang, Phiphat Pinysophon, 3D artists; Whitman Lindstrom, digital matte painter; James Howell, producer; Shane Hoffman, production coordinator; Stacy Kessler-Aungst, head of production; Michael Steinmann, head of CG production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. (Toolbox: Maya, Houdini, 3DS Max, Vray, Flame, Terragen, Terragen Sky (Unreleased Beta), PF Track, Substance Painter, Deadline) 3D Image Scanning Scanable (U.S.), Black Ginger (Namibia). Color Primary Greg Reese, colorist; Corey Martinez, color assistant; Jenny Bright, color producer; Thatcher Peterson, exec producer. Editorial Elastic Doron Dor, Pascal Leister, editors; Emily Morgan, assistant editor; James Howell, producer. Audio Lime Studios Dave Wagg, audio mixer/sound designer; Susie Boyajan, exec producer. Music Supervision Good Ear Music Supervision Andrew Kahn, Marielle Jade Te, music supervisors.