The new Honda Civic is rev-happy and high tech and most of all just a pure joy to drive. When the job calls for product photography of the car commercial variety, we’re there to make it surprising and dynamic with fun, integrated graphics.
RPA’s brief called for text to punctuate the features on the all-new Honda Civic. And they wanted to shoot it at the Honda Proving Ground. We decided to make use of the graphic desert landscape and embed the text in the landscape.
We had a short shoot window, so we wanted to be sure we were getting the shots we needed. We decided to previs the whole thing to feel confident about where the text would be incorporated and to dial in the timing of the shots.
Merging graphical concepts with strong cinematography is easier said than done. We welcomed this opportunity to show off our chops.