Honda “The More We Look, The More We Learn”

 

 

Check out these new idents for Honda, to be aired as part of a new sponsorship campaign of documentaries on Channel 4.   “The more we look, the more we learn” idents  are directed by award winning James Caddick at 2AM for Weiden & Kennedy London.

 

To watch the work, click here: http://bit.ly/MXxszd

 

Unique in it’s process, Paul Wilmot (Lead Flame) comments “A lot of the material was archive or stock footage, so James wanted to mix this in seamlessly with the stuff that was shot with modern digital cameras.Instead of trying to do it all with software, James was keen to actually archive the footage and give it a unique style, by re-recording shots back to all sorts of different media”.

 

He adds that “this would entail processes such as printing to film and re-scanning, recording to VHS or betacam multiple times and recording footage back from old TV monitors. All these different processes were then brought back into flame where we would carefully add more archival defects in certain places to enhance the texture and style of different shots without distracting from the story within the pictures. It was important to everyone involved in the project that each individual shot felt like it came from a particular time and place”.

 

Paul Wilmot from Finish was Lead Flame, with Cheryl Payne Producing from Finish.

 

Agency: Wieden + Kennedy, London

Production Company: 2AM

Director: James Caddick

Producer: Aly Moffat

Agency Producer: Michelle Brough

Creative Directors: Sam Heath, Chris Groom, Jon Matthews

Creatives: Ben Shaffery, Max Batten

Editor: Owen Oppenheimer at The Quarry

Telecine: Aubrey at The Mill

Post: Finish

Post Producer: Cheryl Payne

Lead Flame: Paul Wilmot