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The Calm That Builds The Storm

Agency Network: 
Published/Aired: 
March 2020

Description

The idea behind the campaign is to show how every minute adjustment in the lab has an explosive impact on the track, inspired from when Pierre Gasly, driving the Honda F1 Power Unit, beat Lewis Hamilton to a podium finish at the 2019 Brazilian Grand Prix with a difference of just 0.062 seconds. Digitas and Honda have partnered to create a real-footage, seasonal kick off and it represents a break from the animation style leveraged in 2019.
The work showcases Honda’s iconic colour palette of white, black and red, this time marrying the visceral sounds of Honda engines with the silence and determination of technical teams at its HQ. The film builds suspense, slowly getting to real footage of the new cars (with their new 2020 livery), supplied by the two teams – Aston Martin Red Bull Racing and Alpha Tauri - from their team shakedowns just weeks ago. The cast are all employees of Honda Racing F1 with Honda Racing F1’s technical director Tanabe-san featuring as a cameo.

Film advertisement created by Digitas, United Kingdom for Honda, within the category: Automotive.

Advertising Agency: Digitas UK
Chief Creative Officer: Emma de la Fosse
Executive Creative Director: Lazaros Nikiforidis
Creative team: Charlie Ditchfield, Connor Stephen
Strategy Partner: James Whatley
Business Director: Jared Howe
Client Lead: Clemmie Clough
Agency Producer: Emma Gilbert
Production Company: Partizan
Director: Kirby McClure / Radical Friend
Exec Producer: Ella More O’Ferrall
Producer: Richard Wilson
Prod Manger: Jack Bristow
Prod Assistant: Charlie Scannell
1st AD: Jim Cole
DOP: Matt Fox
Gaffer: Paul Allen
Production Designer: Will Field
Edit: Final Cut
Editor: Ryan Beck
Producer: Nikki Porter
Colourist: Simona Cristea
EP: Dionne Archibald
Sound Designer: Alex Bingham
Producer: Matej Oreskovic
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