This Advertisement for the new Honda Accord was
shot in real time with no CGI involved in the sequence. It required 606 takes and cost $6 million to shoot and took
3 months to complete.
The equipment was so precisely set up
that the crew literally had to tip toe around the set for fear of disturbing
things, which led to some unexpected problems. "As the day went on, the studio
would get hotter," says Steiner. "It meant that the wood would expand and the cog
or exhaust that spins around would move slightly faster." These tiny changes
made big differences to the precision set-up of the equipment......
.....The sequence where the tires roll up a slope looks particularly
impressive but is very simple. Steiner says that there is a weight in each
tire and when the tire is knocked, the weight is displaced and in an attempt
to rebalance itself, the tire rolls up the slope
Credits: Director: Antoine Bardou-Jacquet Production Company: Partizan Midi Minuit Agency: Wieden & Kennedy Agency Producer: Rob Steiner Agency Creatives: Matt Gooden & Ben Walker Post Production: The Mill Producer: Fi Kilroe Flame: Barnsley Flame Assistant: Dave Birkill |