With Honda’s “Paper” recently nominated for a primetime commercial Emmy Award, what do stop motion animation guru PES and agency RPA do for an encore?
The answer is another creatively inspired piece of work directed by PES via production house RESET for the all new 2017 Honda Ridgeline truck. RPA wanted a commercial as innovative as the Ridgeline itself so it teamed up with PES to create a new visual technique incorporating stop-motion animation and time-lapse photography to capture the construction of a massive Honda logo, built with the power of Ridgeline.
The end tag slogan reads, “If you can dream it, you can do it in the all-new Honda Ridgeline.”
Credits
Client Honda Ridgeline Agency RPA, Santa Monica, Calif. Joe Baratelli, EVP, chief creative officer; Jason Sperling, SVP, executive creative director; Sarah May Bates, Rahul Panchal, creative directors; Suie Yeranosyan, sr. art director; Ramiro Ramirez, copywriter; Gary Paticoff, SVP, chief production officer; Isadora Chesler, VP, executive producer; Joshua Herbstman, producer. Production RESET, Santa Monica, Calif. PES, director; Dave Morison, managing director; Jeff McDougall, exec producer; Jen Beitler, exec producer/bidding; Greg Schultz, line producer; Eric Adkins, DP; Damon Fortier, production designer; Josh McQueen, assistant art director; Eileen Kohlhepp, animation supervisor; David Braun, Javan Ivey, Brandon Lake, Dillon Markey, animators; Ponch “Chino” Arellano, animation assistant; Calvin Frederick, Matthew Philip Hazelrig, Dragonframe operators; Andrew Rozendal, VTR; Cris Aruajo, wardrobe. Editorial Union Editorial Jim Haygood, editor; Ramon DeSouza, assistant editor; Michael Raimondi, president/managing director; Joe Ross, exec producer. VFX a52 Andy Barrios, VFX supervisor, lead Flame artist; Andy Davis, Flame support; Adam Newman, Andrew Romatz, CG supervisors; Andy Wilkoff, Ken Bishop, Jon Balcome, Wendy Klein, Richard Daniels, Junyoung Kim, Caleb Ollivant, Lindsey Butterworth, Abel Salazar, Josh Dyer, Michael Relth, CG support; Dan Gutierrez, previs supervisor; Gladys Bernadac, previs editor; Paul Yacono, color; Patrick Nugent, exec producer; Kim Christensen, head of production; Zach Wakefield, producer; Jenny Bright, color producer. (Toolbox: Flame, Maya) Audio/Final Mix Lime Studios, Santa Monica, Calif. Dave Wagg, mixer/engineer; Adam Primack, assistant mixer; Susie Boyajan, exec producer. Sound Design Factory, London Jon Clarke, sound designer; Lou Allen, audio producer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
