Tuesday, January 16, 2018
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Director Tim Damon Showcases NSX For Honda, Tokyo Agency Les Mains


Robert Goldrich
Thursday, Mar. 23, 2017


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Director Tim Damon put the NSX super car from Honda through a tour of California, highlighting the performance and styling of the vehicle. Damon directed both a short film and collateral images for ad agency Les Mains in Japan.

“We started the campaign looking at Spain, Portugal, Italy and France, but shot all over California,” said Damon. “We had everything we needed right here. The NSX is a functional work of art. I approached shooting the campaign like I was shooting a supermodel. First, out on the town, and then, on a fashion runway.”

The 16-day shoot for Honda reunited Damon with creative director Kenji Mizoguchi. “I love working with Kenji, he encourages a high energy, spontaneous environment that results in great work,” said Damon. Locations for both photography and film included Damon’s Los Angeles based Stage20, downtown Los Angeles, Mt. Wilson, Malibu, Newport Beach, Highway 1, Woodside, InyoKern and San Simeon.

The short begins with the NSX keeping a low profile with low light, low angles and bridge railings. The car then is seen rotating, intercut with images of high performance on the open road.

From 1990-2005 the original NSX became one of the world’s most beloved super cars, a two seat mid engine sports car with advanced aerodynamics and details inspired by an F-16 fighter. The new NSX was is a hybrid sports car designed and engineered in the U.S., powered by a 3.5-liter twin-turbo V6 engine and three electric motors, giving off 600 horsepower through an inventive all wheel drive train. Its body utilizes a space frame design, which is made from aluminum, ultra-high strength steel, and other rigid and lightweight materials, some of which are the world’s first applications.

“As an artist, I’m always an advocate for great work,” said Damon. “The agency wanted both the stills and film to feel organic, not overly produced. A relatable, natural feeling.” Damon relied on his custom light boxes to capture the NSX’s countless details while tapping into some very special cameras and lenses to shoot low light urban settings. “With the right combination dialed in, we let the cityscape light the car,” said Damon. Coastal and urban shots crackle to life courtesy of Filmotechnic Russian Arm and special camera rigs, allowing for unique, one-of-a kind shots of the NSX melding with the road.

Damon is represented for commercials and digital work through Square Planet Media/Damon Productions. 


Client Honda NSX Agency Les Mains, Tokyo Kenji Mizoguchi, creative director Production Piuma Motion/Square Planet Tim Damon, director/DP; Anthony Diaz, digital tech; Koji Matsumura, producer, Japan; Doug Dilg, producer, Piuma; Shigeki Otani, producer. Editorial Heather Belser, editor. Music “Havoc” by Luke Atencio Mix Rick Wilson, mix

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