Honda Crosstour: Instruments

August 16, 2010Filed under Film and Automotive
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The first spot from the Honda Accord Crosstour campaign, "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 all-new Accord 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 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.

Advertising Agency:Rpa, Santa Monica, USA
Creative Director:Pat Mendelson, Alex Kemp, Tricia Halloran
Art Director:Chuck Blackwell
Copywriter:Seth Prandini
Chief Creative Officer:David Smith
Production:Elastic
Design Company:Elastic
Director:Andy Hall
Dp:Toby Irwin
Live Action Producer:David Wolfson
Executive Producer:Jennifer Sofio Hall, Jennifer Sofio Hall, Debbi Landon
Designers:An Nguyen, Henry De Leon, Eunice Kim, Max Ulichney
Vfx:A52
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
Arrangement by:Alex Kemp & Robert Lopez
Executive Creative Director:Jeff Koz
Licensing:Tricia Halloran
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