Honda Accord Crosstour - "Instruments" - (2009) :30 (USA)

Santa Monica-based full-service design studio Elastic, and to share their latest artistry. For the creatives at RPA, Elastic director Andy Hall and his colleagues just created the first of several graphically driven spots for the all-new Honda Accord Crosstour. This first spot is entitled "Instruments." What follows is a lot of words from RPA, my cliff notes; this animation looks really cool.

"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 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 Andy Hall, Elastic and their team 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.

Project Name: Honda Accord Crosstour "Instruments"
Running Time: :30
Release Date: 11.15.09
Client: Honda
Advertising Agency: RPA
Chief Creative Officer: David Smith
Creative Director: Pat Mendelson
Writer: Seth Prandini
Art Director: Chuck Blackwell
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