HONDA BRAND FILM
The campaign “tells our brand story in a big way at a moment when we need to set Honda apart from the competition,” Joseph told Adweek, noting that the work covers “practically everything that is Honda over a long period of time. That gives us a lot of freedom to have fun.”
“The Origin of Determination,” befitting its grand mission, uses the dramatic classical piece, Verdi’s La Traviata, Act I, remixed by Superhuman, as its soundtrack.
It’s not just a walk down memory lane, Joseph said, but “an opportunity to introduce new generations” to the brand.
To bring the concept to life, with veteran ad director Paul Mitchell at the helm, creatives used “a layered approach” with CGI, LiDar scanning, live action, real actors and photographic reference, according to Sarah May Bates, RPA’s vp and creative director.