The first spot from the Honda Accord Crosstour campaign, “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. Advertising Agency: RPA, Santa Monica, CA, USA Creative Director: Pat Mendelson Art Director: Chuck Blackwell Copywriter: Seth Prandini Other additional credits: Chief Creative Officer: David Smith Agency 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 Aired: November 2009
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Honda Crosstour: Instruments
