Santa Monica, Calif. - For the creatives at RPA,
director Andy Hall and his colleagues at the Santa Monica-based design studio Elastic just created the first of
several graphically driven spots for the all-new Honda Accord
Crosstour. This first spot is entitled "Instruments." "Instruments" relies on atypical, pronounced
polygonal animation and rhythmic music to showcase the all-new Honda
Accord Crosstour, a modern alternative to the SUV/CUV category.
Noteworthy music, a remix of "Fever," helps the spot reveal how
lifestyles and experiences, as well as the stuff needed to facilitate
these pursuits, fit completely into the Crosstour.
"Instruments" and the forthcoming campaign spots began with a few pencil drawings and the directive to create a "look" that had never been seen before. This was accomplished by Andy Hall, Elastic and their team going the opposite direction of where computer animation is headed these days: instead of using super small polygons, these spots use large, pronounced polygons to create vibrant, memorable graphics. They're all about shape and shadow. Though larger polygons could imply retro technology, the lighting effects and movement in these spots are at a level of sophistication that could only be accomplished with today’s computer technology.
(click here for the video)
CREDITS
Project Name: Honda Accord Crosstour "Instruments"
Running Time: :30
Release Date: 11.15.09
Client: Honda
Advertising Agency: RPA
Chief Creative Officer: David Smith
Creative Director: Pat Mendelson
Writer: Seth Prandini
Art Director: Chuck Blackwell
Executive Producer: Gary Paticoff
Production/Design Company: Elastic
Director: Andy Hall
DP: Toby Irwin
Live Action Producer: David Wolfson
Executive Producer: Jennifer Sofio Hall
Designers: An Nguyen, Henry de Leon, Eunice Kim, Max Ulichney
VFX/Finishing Company: a52
CG Lead: Max Ulichney
3D Artists: Paulo de Almada, Ian Ruhfass, Christina Lee, Rick Glenn, Kevin Culhane, Joe Chiechi
Lead Compositor: Shahana Khan
Rotoscoping: David Hochstadter
Colorist: Angus Wall
Assistant Producer: Heather Johann
Producer: Sarah Haynes
Executive Producer: Jennifer Sofio Hall
Music: HUM
Arrangement by: Alex Kemp & Robert Lopez
Executive Creative Director: Jeff Koz
Creative Director: Alex Kemp
Executive Producer: Debbi Landon
Creative Director, Licensing: Tricia Halloran