Robert Shaw
Chief Executive Officer at Bent Image Lab
Santa Clara, United States
TitlePaper
BriefThe history of Honda’s automotive achievements told through some amazing animation, as each flip of paper introduces another innovative vehicle. The ideas literally fly off the page.
Agency
Campaign Paper
Advertiser Honda Motor Co., Ltd.
Brand Honda
Date of First Broadcast/Publication
Business Sector Cars
Story Take a journey through six decades of Honda innovation as multiple animators manipulate thousands of hand-drawn illustrations. Experience the Power of Dreams at honda.com 
Problem The sound design brief for this film saw us tasked with faithfully recreating the evolution of Honda's vehicle legacy from it's inception in 1942, through to the present day. For authenticity, we sourced and modelled every Honda vehicle that features in the film. Through extensive audio research of Honda's very own sound archive, we were able to bring alive each engine within our unique paper world; starting with the first ever Honda engine to be built, right through to their latest high powered NSX sports car. Working closely with our Director PES, we continued the authenticity brief to create a soundscape that was totally true to the paper aesthetic of the film. The sound design would follow every fold, every turn, and every different texture of the paper as we journeyed through Honda's history. We utilised Foley recordings of card, tracing paper, Post It notes etc… as we spent two days concentrating solely on the sound design of our paper world. To bring the engines and paper sounds together within our sonic environment, we tracked the story's passing of time through the use of atmospheres, music, SFX and dialogue, to accurately reflect the relevant era. The elements combine to produce a mix that is fun and entertaining, whilst staying true to Honda's ethos of 'warm engineering'.
Media Type Social Media
Length
Advertising–Auto Division
Advertising Manager
Advertising Manager
Marketing Manager
Chief Creative Officer
Executive Creative Director
Creative Vice President
Creative Vice President
Copywriter
Art Director
Copywriter
Head of Production
Executive Producer
Production Company Producer
Strategic Planning Director
Vice President (VP)
Account Director
Vice President (VP)
Account Supervisor
Account Executive
Product Information Manager
Program Manager
Production Company
Director
Managing Director
Executive Producer
Head of Production
Production Company Producer
Director of Photography (DOP)
Production Supervisor
Production Designer
Motion Control Operator
Motion Control Assistant
Animation Supervisor
Animation/3D
Animation/3D
Animation/3D
Animation/3D
Animation/3D
Animation/3D
Animation/3D
Animation/3D
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator
Illustrator Coordinator
Painter
Art Department
Art Department
Art Department
Editing Company
Editor
Executive Producer
Production Company Producer
Assistant Editor
Special Effects / VFX A52
Flame Artist
Computer-Generated Imagery Supervisor
Executive Producer
Production Company Producer
Head of Production
2D Artist
2D Artist
Computer-Generated Imagery Artist
Computer-Generated Imagery Artist
Computer-Generated Imagery Artist
Computer-Generated Imagery Artist
Computer-Generated Imagery Artist
Colorist
Editor
Color Assist
Color Assist
Color Assist
Roto Artist
Roto Artist
Roto Artist
Sound Design Company Factory UK
Sound Design Company
Head of Production
Mix Lime Studios
Mixer
Mixer
Executive Producer

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