Motion Theory directors Mathew Cullen and Chris Riehl have teamed up to helm a :60 spot for Honda via ad agency RPA. Titled “What It Isn’t,” the commercial is a simple, yet visually compelling stream-of-consciousness montage that floods the viewer with a series of offbeat, eccentric, unstylish and hilariously awkward references to what the Honda Crosstour isn’t to convey what the Honda Crosstour is.

Images such as a snail, slices of white bread, a gangly teenager struggling to lift five-pound weights, a chintzy living room with tacky throw pillows and framed ‘art’ on the walls, mom jeans, a can of sardines...all convey the exact opposite of the Honda Crosstour, which is unconventional, powerful, well designed, current and spacious.

These images are combined with simple graphic titles, quirky art direction, a cool retro soundtrack and fast-paced editing, culminating in a breath of much-needed fresh air at the end as the Honda Crosstour is revealed to be everything that all that “stuff” isn’t...and less!

Said Riehl, “We set out to create an experience created out of a series of moments, like the ‘Baraka’ of lame images. It’s about capturing the spectacle of the unspectacular -- the extraordinarily mundane. Hands-down the most fun part of this project was the brainstorming sessions we had with the agency, where we spent several days just bouncing crazy ideas back and forth.”

The Motion Theory production team shot for two days -- one day dedicated to the car beauty shots, and another to capture the various scenarios with the talent, with Cullen and Riehl directing different vignettes simultaneously to maximize the shoot day. Because the team used an Arri Alexa camera, which can shoot extremely high sensitivity in dimly lit conditions, there was minimal need for additional lighting at night. The Alexa also had the advantage of providing a long exposure look, perfectly suited for the spot’s quirky aesthetic.