Ad of the Day | Honda Releases New Social Media Campaign "The Chase" for Type R

Dec. 15, 2020

Today, Honda has released a new social media campaign titled “The Chase” for the 2021 Civic Type R, Honda’s high performance version of the model. Honda’s mission for the campaign was to demonstrate the sheer speed and handling of the new vehicle, using social media as the optimal platform to target the vehicle’s younger audience. 

In order to capture the younger demographic, Honda assembled a team of experts who specialize in creating the most compelling social content including Director Ari Fararooy, best known for his stop motion videos and frequent collaborator of Actor Will Smith. Created in partnership with Honda’s agency RPA, Warm & Fuzzy, a design, animation, and VFX studio, and Beverly Hills Aerials, leaders in drone videography, the ad showcases the car racing against a high-tech CGI transforming robot in the desert. As the robot chases down the Type R, it transitions from a cheetah-like creature to faster machines in-flight, however it is no match for the Type R as the car loses it and races off into the distance. 

The series of social media ads can be seen across all major social platforms including Facebook, Instagram, YouTube, Twitter and more.

Warm & Fuzzy is responsible for all visual effects work on the robotic creature. They worked closely with Director Ari Fararooy to determine the look of the robot at each stage of transformation. Their work includes concept design sketches, concept art, on-set supervision, character modeling, animation, rendering, and compositing. The final product is the result of weeks worth of look development and research and development with a team of 11 artists.