Film Craft > Post-Production
DENTSU CREATIVE X INC., Tokyo / HONDA / 2023
Overview
Credits
Write a short summary of what happens in the film.
A global advertisement of the new CIVIC TYPE R showcases the quality and driving pleasure to the world.
We captured the detour of Max Verstappen, F1 World Champion, during his journey to Hungarian Grand Prix where he decided to enjoy the aggressive driving experience with CIVIC TYPE R for just an hour.
Cinematography was centered around the objective; giving a feel of the car quality.
The song “Dance of the Hours” transmits Max’s excitement when he gets into the car, and enjoys the moment of dancing with CIVIC TYPE R.
Background:
The launch of new CIVIC TYPE R, eagerly awaited by Honda fans and motorsports enthusiasts, needed a movie production that will highlight the quality and driving pleasure this car delivers.
It was imperative to revive Honda’s fading motorsport image after it withdrew from F1 and decreased focus on sporty models.
We picked Max Verstappen, F1 World Champion, and captured his aggressive driving capability of CIVIC TYPE R.
Max was available for 1-hour the day before the F1 Hungarian GP, so used this limited time to produce a documentary-like video capturing his detour.
We remixed “Dance of the Hours” to convey nuance of “If you have just a few moments, you will want to drive CIVIC TYPE R.”
This exclusive collaboration with Max portrayed the ongoing relationship between Honda and Red Bull Racing after Honda’s withdrawal from F1, as well as continued involvement in motorsports.
We successfully reinforced Honda's sporting image.
Tell the jury anything relevant about the edit. Do not name the editor.
We used rhythmic editing to convey excitement by a synchronization between F1 World Champion, Max Verstappen, and CIVIC TYPE R during the ride. The song progression and evolution conveys his feeling of gradual immersion into the aggressive driving, as if he is dancing and taking steps together with CIVIC TYPE R.
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