Roof Studio Creates Acid Romp Inside Auto Designer’s Mind In “The Dreamer” For Honda

Roof Studio teamed with RPA for this acid-level romp inside an auto designer’s mind.

The spot is a fantastical, surreal representation of the Honda ideation process.


“The spot is a fantastical, surreal representation of the Honda ideation process,” stated RPA executive creative director Jason Sperling. “We wanted to showcase the Civic’s beautiful design and performance, but do it through the prism of the brand. The spot is a great marriage of the way Honda thinks and the byproduct of their thinking.”

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After the client approved the concept and the work began, “we all had to use our imaginations—for a very long time,” Sperling says. “For months, all we had to go on was reference material and wireframes. As you might expect, the postproduction process was incredibly intensive on this project. Our amazing partner Roof had to create a world from scratch, all in CGI.”


“This was a really a fun film for us to make from shooting with legendary cinematographer Bill Pope to taking concept designs and letting our imaginations run wild.”


If you haven’t had enough eye candy, check out Roof’s behind the scenes breakdown video.


Creative Credits

Project: "The Dreamer"
Client: American Honda Motor Company
Agency: RPA
Creative Studio: Roof Studio
Director: Guto Terni, Sam Mason, Vinicius Costa
Executive Producer: Crystal Campbell
Producer: Ryan Mack
Assistant Producer : Amanda Penney
Director of Photography: Bill Pope
Technical Lead Director: Aaron Bake
Design: Fred Palacio, Eric Pautz, Guto Terni, Vinicius Costa, Sam Mason
Additional Concept Design: Painting Practice
Storyboards: Eric Pautz, David Zung, Fred Palacio
Modeling: Todd Danielle, Anthony Patti, Gustavo Groppo, Vinicius Costa, Guto Terni, Sam Mason, Daniel P. Teixeira, Fred Palacio, Rafael Ghencev, Juliano dos Santos Araújo,
Previz Animation: Patrick McAvena, Anderson Ko, Guto Terni, Sam Mason, Lucas Ribeiro Fernandes, Henrique Montanari
Animation: Paul Wei, Lucas Ribeiro Fernandes, Aaron Baker, Guto Terni, Sam Mason, Fred Palacio, Henrique Montanari
Rigging: Wesley Schneider, Paul Wei, Henrique Montanari
Lighting/Rendering: Shane O’Hara, Pedro Kobuti, Joe Nguyen, Aaron Baker, Vinicius Valente, Gustavo Groppo, Sam Mason, Vinicius Costa, Guto Terni, Daniel P. Teixeira
Visual Effects: Alejandro Echeverry, Pedro Kobuti, Mats Andersson
Matte Painting: Fred Palacio, Eric Pautz
Compositing: Carl Mok, Tim Regan, Marcello Bortolini, Eric Pautz, Thomas Panayiotou
Pipeline TD: Marcello Bortolini
Color Correction: Tim Masik, CO3
Music Supervision/Sound Design: Squeak E. Clean Productions, Inc.

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