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Instruments

Agency Network: 
Published/Aired: 
November 2009

Description

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.

Other additional credits:

Film advertisement created by RPA, United States for Honda, within the category: Automotive.

Advertising Agency: RPA, Santa Monica, CA, USA
Creative Director: Pat Mendelson
Art Director: Chuck Blackwell
Copywriter: Seth Prandini
Chief Creative Officer: David Smith
Agency 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
Creative Director, Licensing: Tricia Halloran
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Highest Rated

Prof's picture

there really is no concept. if there is one then its ridiculously shallow. i really like the style though, and the song gets me everytime. but anyways, too much cash for nothing to say and a pointless line.

Prof
Activity Score 1449
Copywriter |

Quite really.

Prof's picture

there really is no concept. if there is one then its ridiculously shallow. i really like the style though, and the song gets me everytime. but anyways, too much cash for nothing to say and a pointless line.

Prof
Activity Score 1449
Copywriter |

Quite really.

funky_frogii's picture

bad ending but wonderful animation

funky_frogii
Activity Score 2538
Graphic Designer at Graphic designer. |

Infected by a virus called CREATIVE | "And ya I Love Everything"
http://addot.blogspot.com | http://creativecreepers.blogspot.com

satrianee's picture

I would not remember the brand name a week later, but would enjoy the clip again. Thanks... err... honda.

satrianee
Activity Score 3748
jackmancer2017's picture

Nice art but it would have made sense if this was for the Nissan C-Note. Now... it just doesn't make much sense.

jackmancer2017
bootchec's picture

Indeed, this ad is a bit like premature ejaculation in masturbation. It does not make much sense either. Animation on the other hand is very good but too short as for my taste. I think that CD shouldn't have signed it off like that.
And the pointless crowd in credits doesn't help.

bootchec
Activity Score 34
Art Director
tripinator@hotmail.com's picture

great animation

tripinator@hotm...
Activity Score 134
Art Director at Green House at Ogilvy & Mathers, Paris / Miami Ad School
monchebeat's picture

the animation an sound are great!

monchebeat
Activity Score 114
Creative Director |

..::MONCHEBEAT::..

Guest's picture

Nice animation. But i'd forget the brand name either, a grey car seemed so less interesting than the colorful animation.

Guest
bsides's picture

whats the idea?

bsides
Activity Score 27
Venables Bell and Partners
gmint7's picture

just an ad that worked. nothing more.

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

TheVuk's picture

Maybe its just me, but I cannot picture a jazz band or jazz fans buying this car. Furthermore I would like to know why so many cars designed for the American market are so atrociously ugly..

TheVuk
Activity Score 35
alexander_bickov's picture

Lovely polygon animation style

alexander_bickov
Activity Score 3279
lucdesaulniers's picture

Nice illustration, the remaining is bof, including the car that looks like an old c3 Mercedes

lucdesaulniers
Activity Score 1145
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