We teamed with our friends at RPA for this acid romp inside a designer’s head. This was a really a fun film for us to make from shooting with legendary cinematographer Bill Pope to taking concept designs and letting our imaginations run wild.
ADWEEK Ad of the Day
ADWEEK Ad of the Day: Honda’s ‘Dreamer’ Is an Acid-Level Romp Inside an Auto Designer’s Mind
“The spot is a fantastical, surreal representation of the Honda ideation process,” RPA executive creative director Jason Sperling tells Adweek. “We wanted to showcase the Civic’s beautiful design and performance, but do it through the prism of the brand. The spot is a great marriage of the way Honda thinks and the byproduct of their thinking.”
After the client approved the concept and the work began, “we all had to use our imaginations—for a very long time,” Sperling says. “For months, all we had to go on was reference material and wireframes. As you might expect, the postproduction process was incredibly intensive on this project. Our amazing partner Roof had to create a world from scratch, all in CGI.”