The launch of the all-new Honda Clarity saw a series of vibrant spots from RPA, PES of RESET and The Mill. The campaign offers a peek at the engineering genius behind the car, courtesy of a pair of passionate hosts who can’t stop ‘Nerding Out on Fuel Cells’.
From a VFX and design perspective, perfecting the look of the overall campaign was the result of teamwork between nearly every department at The Mill; a coordinated effort that saw expertise from producers and artists in Design, 2D, 3D and Colour.
The campaign’s hero spot, ‘Thinking About Tomorrow’, features an orbiting children’s choir – just as interesting a description as it was a design process. Art Director Lisha Tan says, “This one was a design challenge! With floating heads in a blue world, we had to develop an approach that wouldn’t make them look like ghost heads floating in an ominous underwater world. We started with the underwater angle, but later realized it made more sense to go the ‘galactic’ route. It took weeks to find the right balance where the floating heads appeared charming and optimistic with a hint of science magic.”
Lisha adds, “It was really fun coming up with the look of the playful, colourful world the educational films live within. They really suited the tongue-in-cheek tone of the scripts.”
Check out the entire campaign here.