The 2015 Formula One season marked Honda’s return to the sport after over half a decade in absentia, and our challenge was to not simply present something informative – Honda wanted to detail the sheer force of their innovative power units, the beating heart of the 2o15 Honda MP4-30 – but to also position the brand as being at the forefront of F1 Racing, showing that irrespective of their time away they remain dedicated to the pursuit of excellence.
“The challenge with such a brief is that it’s difficult to convey the specifics of a technology without getting bogged down in graphs and charts – a drab visual that, understandably, has a tendency of turning people off,” says Archer’s Mark director Lorrin Braddick. “So rather than overload the audience with statistics we chose to dramatise the story of each component in a visually experimental way, which helps render the complex science far more accessible.”
Lorrin’s background as both a director and editor proved integral to achieving both the in-camera effect shots as well as the intricate visual juxtapositions created in post-production. “We didn’t want to rely on VFX where it wasn’t essential, so we spent a lot of time exploring practical, innovative ways to create visual displays for the different components,” said Lorrin. Besides the fun of each spot providing a different challenge, these methods helped each spot stand out from one another aesthetically.”
The three spots featured on Honda’s F1 Racing site and McLaren’s Facebook page, racking up thousands of hits in the process and helping to re-cement Honda’s reputation of being an industry leader.