Dream Makers, the hero 90-second spot, is an amalgamation of four different short films, in four different genres, featuring four different Honda models. The dramatic scenes are not the finished product but rather include the CGI skeletons, storyboard sketches, grading annotations and printed scripts that go into the production of a movie.

The film aims to take viewers on a whistle-stop tour of the silver screen creative process, with the process being presented as an analogy of the ‘passion and relentless pursuit of excellence behind both great films and Honda vehicles’.

The Dream Makers creative harks back to Honda’s ‘The power of dreams’ strapline.

Shorter idents will run alongside all films shown across the Channel 4 portfolio over the next year. The campaign will also stand apart from the Film on 4 sponsorship, with a longer film set to be published online and beamed into cinemas.

Olivia Dunn, head of communications for Honda UK, said: “Our Channel 4 sponsorships have produced some brilliant work over the years, particularly the incredibly successful Hands back in 2013 for Documentaries on 4. 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.”

Carlos Alija and Laura Sampedro, creative directors at Wieden+Kennedy London, added in a joint statement: “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.”

Honda – The Dream Makers

July 2017

This film marks the directorial debut of James Allen and Mike Skrgatic, owners and VFX supervisors at Time Based Arts. 

The fast-paced spot takes viewers through the stages of film-making, from scripting to CGI and grading, and centres on four Honda models and characters. Each scene depicts a different movie genre, such as sci-fi or action.

Sound Design – Bronze Pencil
Special Effects – Silver Pencil
Sound Design – Winner shots magazine

James Allen
Mike Skrgatic
Executive producer
Tom Johnson
Daniel Landin
Bonnie Anthony
Paul Hardcastle
VFX supervisors
Sheldon Gardner
Stephen Grasso
Lead flame
Luke Todd
Matt Jackson
Thiago Dantas
Jamie Crofts
Adam Paterson
Lead Nuke
Matt Shires
Bernie Varela
Ralph Briscoe
Aitor Arroyo
Linda Cieniawska
Chris Wood
Dan Davie
Tom Robinson
Stephen Ross
Mike Battcock
Sam Osbourne
Federico Vanone
Nigel Timms
Federico Guzzardo
James Mann
Oscar Gonzalez Diez
Dave Loh
Jeroen Hooghoudt
Tom Hall
Jess Gorick
Sylvie Minois
James Husbands
Yibi Hu
Nigel Raynor
Ben Oliver
Additional photography
Dan Lowe
Simone Gratarolla
Sound design
Sam Ashwell
Original music
Sounds & Sons
Jean-Gabriel Becker
Wieden & Kennedy London
Creative Directors
Carlos Alija
Laura Sampedro
Carlos Alija
Laura Sampedro
Juan Sevilla
Mico Toledo
Michelle Brough

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