Product / ServiceHONDA
CategoryA07. Broadcast Design and Graphics
EntrantMORI Tokyo, JAPAN
Entrant Company MORI Tokyo, JAPAN
Advertising Agency MORI Tokyo, JAPAN
Advertising Agency 2 DENTSU Tokyo, JAPAN
Production Company TYO PRODUCTIONS1 Tokyo, JAPAN


Name Company Position
Morihiro Harano Mori Creative Director 
Yoshihiro Yagi Dentsu Art Director
Haruko Tsutsui Dentsu Copy Writer
Takuya Hosogane Freelance Director
Satoshi Yoshitake Cubesato Music
Shunsuke Sugiyama Freelance Designer
Ryo Nakazato TYO Technical Ranch Inc. Online Editor
Masaaki Yoshizaki TYO Technical Ranch Inc. Mixer
Misato Tachibana Mori Agency Producer
Yutaka Hasegawa Dentsu Agency Producer
Yuta Harasawa TYO PRODUCTIONS1 Production Manager
Shunichi Takano TYO PRODUCTIONS1 Producer

Brief Explanation

Our objective was to communicate and convey Honda's unique attitude to the global audiences. Our challenge was to create a simple, yet a humorous and humane motion out of limited amount of two dimensional archives, i.e. images and illustrations of historic concept models.

The Brief

At Honda, product development is essentially driven from the bottom up, instead of the top down like other automotive manufactures. Their process starts from engineers' crazy ideas and dreams. Honda wanted to introduce itself to the world as the brand with such unique attitude.

How the final design was conceived

We've focused on various crazy 'Fictional Concept Cars' that have been introduced at Motor Shows during past years. Those cars were only made for the sake of Motor Show, and never used for further brand communication thereafter. Our strategy was to recapture such disposable models, treat them as a hero and create a film like the opening of 'Thunderbirds' with respect for the boy's day dream. We composed the original score inspired by the opening music for the hero film something we have heard as a kids and created the motion graphic that matches with the music and adjusted the movement frame by frame.

Indication of how successful the outcome was in the market

The film became the official opening movie for Tokyo Motor Show 2013, and achieved a great recognition among the journalists from all over the world. Not only that but also Honda fans around the world started to 'talk' about the film on social media. With success of this film, we have worked on the project to unveil the 3D printing data of the 'Fictional Concept Cars'.