HONDA UTILITY – ANYWHERE YOU WANT TO GO

Honda Utility. It’s the little things that let you do your thing.

Working with the agency Grip Limited, Design Lab created a :30 spot for Honda’s all new lineup of 2017 utility vehicles. Using the tilt-shift technique as a guiding aesthetic, we descend into 4 miniature worlds, all produced in CG. The miniature environments were created strategically to reflect Honda’s adventurous clientele, featuring lush pine forests, kayaking campers and sports enthusiasts.

“We wanted to have these train set type of intimate environments set in the vast Canadian outdoors. We wanted to show people who are impassioned and empowered by the utility of their Honda. We wanted it to look like tilt-shift photography with a time-lapse animation look to the motion. In that way, it gave the spot a great rhythm and style.” – Joshua Cox, BENT DESIGN LAB DIRECTOR.

“Because the spot called for a continuous camera push with each scene physically placed inside of the previous; the last shot was 650,000 times smaller than the first ( that’s smaller than the diameter of spider silk). There are not enough decimal places in most animation tools to accommodate such tiny numbers, so technicians at Design Lab had to engineer a way to balance the incredible scale with the camera’s motion.” – Patrick Coan, 3D ARTIST.

“This spot was very unique. Due to the continuous camera motion scenes had to be nested within each other and we had to find ways to manage a a very large number of elements. To accommodate the ever moving camera we built up the detail in layers, carefully Z Brushing the terrain, scattering detailed vegetation with Forest Pack Pro and finally hand placing and animating many additional elements.“ – Stef Kofman, TECHNICAL DIRECTOR.

Credits:
DIRECTOR: Joshua Cox
TECHNICAL DIRECTOR: Stef Kofman
ANIMATION: Galen Beals, Dorn Roberts
3D ARTISTS: Patrick Coan, Sarah Deflaminis
CLIENT: Honda
AGENCY: Grip
PRODUCTION COMPANY: Bent Design Lab
EXEC. PRODUCER: Anthony Greene
PRODUCER: Bri Vitale