Creative Execution

Most of the achieves for the historic concept models are two dimensional images and illustrations, To make best use of such material, we designed a large amount of background images and carefully synchronized the images with the music frame by frame . We aimed to create a simple, yet a humorous and humane motion.

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 are currently working on the project to unveil the 3D printing data of the 'Fictional Concept Cars'.

At Honda, product development is essentially driven from the bottom up, instead of the top down like other automotive manufactures in Western countries. The process starts from designing 'Fictional Concept Cars' from engineers' crazy ideas and dreams. Honda wanted to introduce itself to the world as the brand with such unique attitude. 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 have never used for further brand communication thereafter. Our strategy was to capture such disposable models, treat them as a hero, and with 'boy's daydream', to create a film just like the opening of the famous TV series in 60s, Thunderbirds.