The new commercial for Honda Odyssey lives up to the vehicle’s name, taking viewers on an unexpected ride with the iconography of a time when people knew to “Respect the Van.”
Created in collaboration between ad agency RPA and design/production company Nylon, the spot uses visual wizardry (literally) to brand one of the leading minivans in the catagory.
“We wanted to create an ode to an era when the van was a symbol of cool and marry it to the apex product in the field, the Honda Minivan,” says RPA Art Director Tatum Cardillo. “The spot straddles the fine line of between homage and hilarious as we enter the world of ultimate van art: the airbrushed Nordic Viking God against the thumping track of Heart’s hit song Barracuda.”
“Nylon was chosen was due to their creative vision and ability to think outside of the box. It turned out to be both a collaborative and positive experience,” adds RPA Sr. VP, Executive Producer Gary Paticoff.
“This was an incredibly exciting project for many reasons including the fact that so many kinds of techniques were involved including live action, animation, and visual effects,” says Nylon Creative Director Bryan Lee. “We really got to exercise our creative muscle and on a theatrical spot at that.”
Nylon directed both the live action and animation which included a never before seen technique to capture the airbrush aesthetic complete with its signature fuzzy line quality.
“The concept is truly inspiring,” adds Creative Director Jason Cook, “and we embraced the challenge of developing the look and execution of the airbrush come to life working hand-in-hand with the animation team at Titmouse. This effect runs counter to typical direction because most van art is created by non-trained artists and, thus, it had to look rough hewn and great all at the same time.”
Nylon was founded by Joe Montalbano who joined forces with Bryan Lee and Jason Cook to create design-driven projects for all media with an emphasis on storytelling, Their collaboration began with a stop-motion origami music video for The Format and a live-action/animation music video for Bittersweet. These projects were followed by brand-elevating work for Ditech, which earned recognition from peers and clients alike. Nylon is based in a loft studio in the new hotbed of cool culture: downtown Los Angeles. The location offers clients and employees a new vantage point on the city in a neighborhood that includes art galleries, restaurants, sports and cultural venues.
“Nylon is the natural next step for all of us and we are truly excited to develop a creative and humane environment – where people can grow, learn and produce interesting art and be recognized for their contribution,” says EP Joe Montalbano. “It’s about great work and having fun, which is all anyone can ask for in their careers, and this project exemplifies that experience.”
To learn more visit: www.nylon.la
Agency: RPA/Los Angeles
Freelance Producer: Randy Morton
Art Director: Tatum Cardillo
Copywriter: Dirk Vandeman
Exec VP, Director of Creative Services: Larry Postaer
Sr. VP, Creative Director: Joe Baratelli
Sr. VP, Creative Director: David Smith
Sr. VP, Executive Producer: Gary Paticoff
Sr. VP, Group Account Director: Chuck Valentine
VP, Management Supervisor: Brett Bender
Brand Communications Manager: Cathy O’Gorman
Account Executive: Emma Giorgi
Product Information Specialist: James Carreras
Traffic Manager: Berie Barajas
VP, Director of Business Affairs: Maria Del’Homme
Broadcast Traffic: Dayz Pallera
Product Information Manager: Scott King
Broadcast Production Assistant: Joshua Herbstman
Design/Animation: Nylon Motion, inc./LA
Creative Directors: Jason Cook & Bryan Lee
Executive Producer: Joe Montalbano Senior Producer: Dan Bryant Junior Producer: Jason Kirkham
Designers: Bryan Lee, Jason Cook, Wonhee Lee, Tom?¬¨‚àûs Pena 3D Technical Director: Sungwook Su 3D Animators: Sungwook Su, Kevin Kim, Jae Hyun Yoo, Hojun Oh Matte Painter: Derek Tsai Character Design: Titmouse Inc.
Traditional Character Animation: Titmouse Inc.
Compositors: Magnus Hierta, Sam Sparks
Rotoscope Artist: Edgar Diaz
Prod Assist: Danny Holcom, David Graybill Storyboard Artist: Ben Michaels
Live Action Production: Nylon Motion, inc/LA Executive Producer: Joe Montalbano
Producer: Jeremy Hammond
Production Manager: Leslie Godfrey
Production Coordinator: TeNeil Moore
DP: Joe Colangelo
Motion Control Operator: Rob Menapace
Motion Control Tech: Craig Shumard
Character Design: Titmouse Inc.
Traditional Character Animation: Titmouse Inc.
Creative Director: Chris Prynoski
Producer: Keith Fay
Director: Juno Lee
Animation Director : Dave Vandervoort
Clean-Up Supervisor: Junpei Takayama
Clean-Up: Jan Naylor, Dik Pose
Color: Sung Jin Ahn, Gabe Lee, Brian Kim
VFX/Online: RIOT/Santa Monica, CA
Inferno Artist – Andy Davis
Rotoscope Artist – Cecile F. Tecson
Rotoscope Artist – Robert Tatum
Inferno Assistant – Chris Hunsberger
VFX Producer – Dave Sellars