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Honda, Fight Mehdiocrity



RPA teams up with MPC again to create unique, 'against-the-grain' Honda spot

In a world that is filled with glamorous, cool car commercials, Honda stepped outside the box for their latest spot from RPA, in a campaign unlike anything seen in the auto industry before.

The spot ‘World’, directed by Anonymous Content’s Patrick Daughters, depicts a city full of bland hybrid and electric cartoon-like cars branded with bland phrases such as ‘meh’ and ‘blah’. MPC handled all VFX for the spot, creating a highly-stylized grey world that contrasts against the Honda Insight’s sleek new design. The MPC team created 80% of the environment through VFX, giving the buildings and architecture a distinguished and unrealistic rounded look.

The shoot took place in different highway locations around LA using just six cars, and MPC used this to create an artificial ‘meh’ world. Jim Spratling, Head of 2D at MPC, commented on the process of creating the distinct-looking world for Honda: “This project was different to other car commercials we’ve done before - usually we aim to make things look as realistic and polished as possible, but in this case, we did the opposite to achieve the client’s unique vision.”

The team also had the huge task of turning a few practically shot cars into hundreds of the ‘meh’ cars. Spratling added: “We worked closely with the agency to achieve the final look of the cars, which was the biggest VFX task for the team. They did an incredible job of turning six standard cars into a fleet of hundreds, as well as placing drivers that were filmed separately against a green screen into the cars.”

Honda, World of 'Meh'

Credits

Agency

RPA

Director

Patrick Daughters

Production Company

Anonymous Content

RPA

EVP / Chief Creative Officer

Joe Baratelli

SVP / Chief, Creative Development

Jason Sperling

VP / Creative Directors

Sarah May Bates, Alicia Dotter

Senior Copywriter

Anthony Cardenas

Art Director

Amy Wong

EVP / Chief Production Officer

Gary Paticoff

VP / Director, Video Production

Isadora Chesler

Senior Producer

Phung Vo

EVP / Chief Client Officer

Brett Bender

SVP / Group Account Director

Adam Blankenship

Management Supervisor

Jacob Gentry

Account Supervisor

Heather McConnell

Account Executive

Claire Penhorwood

VP / Director, Business Affairs

Maria Del'Homme

Senior Product Information Specialist

Brian Johnson

Anonymous Content

Managing Director

Eric Stern

Executive Producer

Sue Ellen Clair

Head of Production

Kerry Haynie

Producer

Sara D'Alessio

DP

Alwin Kuchler

Production Designer

Floyd Albee

Editing

Cut + Run

Editor

Jay Nelson

Assistant Editor

Kelly Henson

Managing Director

Michelle Eskin

Executive Producer

Amburr Farls

Head of Production

Annabelle Dunbar-Whittaker

Producer

Brian Mulvey

MPC

Executive Producer

Karen Anderson

Creative Director

Michael Gregory

Producer

Nicole Saccardi

Coordinator

Ciaran Birks

2D Supervisor

Jim Spratling

Line Producer (Bangalore)

Neela Kumuda Parankusham

Comp

Gustavo Bellon, Rodrigo Jimenez, Toya Drechsler, Jon Rogala, Pete Ulukpo, Abhilash A, Karthik C, Nanda Kumar P, Pratyush Paruchuri, Jahnvi Mistry, Vipin Tripathi, Aginesh K.M., Akhil K.P, Akshay Agarwal, Kajal Pandya, Kiran Veeraswarapu, Mohana Krishnan C, Naresh Kumar Nandaluru, Padma Priya, Vignesh Elumalai, Ajeet Pratap Singh, Trishul Pani Mishra, Vaishali Awaghade, Veerapandian D, Amit Shukla, Kishan Katrimal, Praveenkumar Samiraj

DMP

Amy Wang, Thom Price, Bakiyaraj P, Radhakrishna Rethinasamy, Sachin Suresh rao Dhapudkar, Srinivas Achary

3D Lead

Tim Kafka

3D Team

Julian Fitzpatrick, Rodrigo Carrasco, Brendon Echsner, Joey Sila, Nate Skeen, Yuo Tegara, Meghan Sensie, Andrew Price, Jaspreet Dua, Jyoti Prakash Panda, Manjunath Ramakrishnaiah, Craig Savio Padua, Srikar Balakrishnan, Debasish Raha, Venkatesan. D, Ajith PA, Achiraju K, Mohammad Qasim, Shaik Abdul Rahim, Sindhuja B, Elangovan Ganeshan, Vishal Darkunde

Color

MPC

Colorist

Mark Gethin

TK Assist

Dimitri Rajapakse

Color Producer

Rebecca Boorsma

Color Coordinator

Damian Winterbottom