Editors’ Choice: ‘Dream Makers’ marks an excellent directorial debut for Time Based Arts’ James Allen and Mike Skrgatic
Honda's new Channel 4 sponsorship is brought to life by Wieden+Kennedy London as a tribute to the Dream Makers, showcasing the incredible craft and innovation that goes into filmmaking.
A rollercoaster ride through the creative process and techniques involved in bringing dreams to life, Dream Makers centres around four characters and four Honda models – new Civic, Civic Type R, CR-V and the Africa Twin motorcycle – with each scene depicting a different film genre.
Each scene in the 90” spot is meticulously crafted at a rapid pace taking us through various stages of the filmmaking process – from scripting to storyboards, through CGI to grading – ending in the perfectly crafted scene. The process represents an analogy of the passion and relentless pursuit of excellence behind both great films and Honda vehicles.
Shorter idents will run alongside all films shown on Channel 4, More4, Film4 and E4 across the next 12 months. The campaign will also live beyond the Film on 4 sponsorship idents as longer online film and cinema ads.
Carlos Alija and Laura Sampedro, Creative Directors at Wieden+Kennedy London, said: “The best Honda ads often overcome some kind of challenge in the craft and the storytelling that reflects the ingenuity of the brand. There’s crazy technology involved in making a film or a Honda nowadays, but it’s ultimately the warmth of the human touch that makes them achieve excellence.”
Olivia Dunn, Head of Communications for Honda (UK), commented: “Our Channel 4 sponsorships have produced some brilliant work over the years, particularly the incredibly successful Hands back in 2013 for Documentaries. Dream Makers promises to be yet another iconic Honda campaign, one which celebrates the similarities between the incredibly detailed process of film-making and that which Honda puts into making its products.”
The films are directed, produced and post-produced by Time Based Arts, marking the directorial debut of James Allen and Mike Skrgatic.
Executive Creative Director:
Tony Davidson, Iain Tait, Kim Papworth
Group Account Director:
Carlos Alija, Laura Sampedro, Juan Sevilla, Mico Toledo
Time Based Arts
James Allen, Mike Skrgatic
Post Production / VFX
Post Production Company:
Time Based Arts
Jamie Crofts, Adam Paterson
Sheldon Gardner, Stephen Grasso
Chris Wood, Dan Davie, Tom Robinson, Stephen Ross
Ralph Briscoe, Aitor Arroyo, Linda Cieniawska
Sylvie Minois, James Husbands, Yibi Hu, Nigel Raynor, Ben Oliver
Matt Shires, Bernie Varela (Lead)
Luke Todd, Matt Jackson, Thiago Dantas (Lead)
Federico Guzzardo, James Mann, Oscar Gonzalez Diez, Dave Loh
Sounds & Sons