HONDA - The Finish Line is Never the End

CREATIVE AGENCY: DIGITAS UK
AGENCY ECD: PETER DRAKE
DESIGN / ANIMATION: Mainframe 


While the style was fairly well locked down from the last film there were some new challenges with the F1 cars needing to be highly accurate to their real life versions including logo placements. Mainframe also had to develop a much wider array of environments going through five different locations. Many of the shots required animating crowds for the ever enthusiastic Dutch fans!

Digitas approached Mainframe in July with a follow up to the Power of Dreams film made with them earlier in 2019. After the success of that film and the amazing popularity online, Honda and Digitas were keen to re-visit the world Mainframe created and take it to the next level. Digitas wrote an amazing script following the key Formula 1 moments in Honda’s history.

Honda_TFLINTE_STILLS_0536.jpg
PBH_01_1920x1080_60sec_JapaneseTitles_NoInActionTitles_191008 1314.jpg
Honda_TFLINTE_STILLS_0362.jpg
Honda_TFLINTE_STILLS_0771.jpg
Honda_TFLINTE_STILLS_0478.jpg

 

Powerd by HONDA


Digitas approached us with a potential one minute animated film for Honda in conjunction with Red Bull F1 and we jumped at the opportunity.

We worked closely with Digitas to develop the style, (with some of the iterations below). After referencing several Japanese animation styles it was ultimately decided to use a limited colour palette to really highlight the animation and feeling of speed throughout. 

Our team worked full tilt and layer by layer we built up the shots. A cel animator added embellishments to the bigger movements to give a real zing to the action. The colours used are carefully matched to Red Bull and Torro Rosso F1 teams ultimately revealing the real world cars. 

The resulting film has been described as ‘exhilarating’ and ‘a wild ride’ and we are thrilled with how it’s been received.

F1_STYLEFRAMES.gif
CIVIC_STYLEFRAMES.gif
turntable_F1_small.gif
Honda_BREAKDOWN_small.gif
turntable_civic_small.gif