Instruments

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

"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.