One image naturally emerges from, gives way to or is revealed by another in this spot which shows Honda Insight hybrid automobiles popping up all over the place.
We see a car motoring about on a stretch of road and then it’s revealed there’s a second car riding alongside it. Both cars are hybrid Honda Insights. They both come to a stop in a beach parking lot. The drivers open their car doors and later close them to reveal more Insights parked across the way.
A inflated raft escapes the clutches of some beach-goers and as it sweeps across the lot, it reveals a view of more Insights in the lot. Next in the foreground we see a friendly game of checkers with a tight shot of one player doing a multiple jump with his checker over those of his opponent. With each checker jump, another Insight is revealed at the beach.
A voiceover relates, “The Hybrid for everyone is here.” The Honda Insight is then described as being “designed and priced for us all.”
“Beach” is one of three spots in a campaign out of agency RPA, Santa Monica, and directed by Si&Ad of Academy Films, London, which is repped stateside by Park Pictures, New York. Park and Academy served as production houses on the job, with Jackie Kelman Bisbee and Lizie Gower, respectively, serving as exec producers. The supervising producer was Mary Ann Marino. Ahnee Boyce was line producer. The DP was Eric Treml.
Ring of Fire, Santa Monica, was the VFX and finishing house on the campaign, with Dan Smiczek serving as VFX on-set supervisor. He worked with the directing team of Si&Ad before the shoot to help develop the boards and choreograph the reveals during the shoot to make them as seamless as possible. To get the clever look of the spots with people and objects expanding from each other, different takes of the action were edited together and then composited artfully, making the scenes play completely natural and effortlessly.
Jerry Spivack was creative director for Ring of Fire, with John Myers the exec producer.
The RPA ensemble included chief creative officer David Smith, creative directors Joe Baratelli and Pat Mendelson, copywriter Adam Lowery, art director Laura Hauseman, exec producer Gary Paticoff, producer Brian Donnelly, and assistant producer Lyndsey Wilson.
Editor was Eric Zumbrunnen of bicoastal Final Cut.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More