Honda ‘All in One Place’
RUBIN POSTAER AND ASSOCIATES
Motion Theory directors Mathew Cullen and Jesus de Francisco help introduce the 2009 Honda Accord with a look at the incredible details beneath the car's surface.
In what starts as a seemingly conventional car commercial, the Accord suddenly splits horizontally to reveal a spectacular world. The main functions of research and development come to life in dozens of miniature rooms, each acting as metaphors for the technology, testing, and human touch that go into an Accord. Working with RPA, Motion Theory directors Mathew Cullen and Jesus de Francisco brought the concept to life by combining a full-sized cross-section of a Honda Accord with miniatures, live-action sets, and CG details. The directors collaborated with Academy Award-winning cinematographer Guillermo Navarro to create a fluid camera move that glides around compartments bustling with jumpsuit-clad scientists and engineers studiously testing fuel efficiency, safety, and performance. The different chambers harmonize with a finale performance by an orchestra in the engine room, and the two halves of the vehicle rejoin to complete the total driving experience.