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Honda Accord Crosstour: Instruments
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A Honda spot from RPA Santa Monica.
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 all-new Accord 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 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.
Production/Design Company: Elastic Related |
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