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.
“One of Them Days” and “Mufasa: The Lion King” In Tight Race For Top Spot In Weekend Box Office
The Keke Palmer buddy comedy "One of Them Days" opened in first place on the North American box office charts on a particularly slow Martin Luther King Jr. holiday weekend.
The R-rated Sony release earned $11.6 million from 2,675 theaters, according to studio estimates Sunday, beating Disney's "Mufasa: The Lion King" by a hair. By the end of Monday's holiday, "Mufasa" will have the edge, however.
"One of Them Days" cost only $14 million to produce, which it is expected to earn by Monday. The very well-reviewed buddy comedy stars Palmer and SZA as friends and roommates scrambling to get money for rent before their landlord evicts them. Notably it's the first Black female-led theatrical comedy since "Girls Trip" came out in 2017 and it currently carries a stellar 96% rating on Rotten Tomatoes.
But the marketplace was also quite weak overall. The total box office for Friday, Saturday and Sunday will add up to less than $80 million, according to data from Comscore, making it one of the worst Martin Luther King Jr. holiday weekends since 1997.
"For an individual film like 'One of Them Days' this was a great weekend," said Paul Dergarabedian, the senior media analyst for Comscore. "You can still find success stories within what is overall a low grossing weekend for movie theaters."
The Walt Disney Co.'s "Mufasa" was close by in second place with $11.5 million from the weekend, its fifth playing in theaters. Globally, the Barry Jenkins-directed prequel has made $588 million. It even beat a brand-new offering, the Blumhouse horror "Wolf Man," which debuted in third place with $10.6 million from 3,354 North American theaters.
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