Monday 02 Feb 2009 - 12:48
Honda is well-known for commissioning creatively-stunning animations -- such as Smith & Foulkes' award-winning Grrr ad. The latest to be based around the core concept of 'The Power of Dreams' is an in-house-film-cum-viral animated short film created by the studio of Michele D'Auria for Honda Italy. It can be watched here.
We sat down with D'Auria to find out more.
DA: How did the project come to be?
MD: "Honda Italy contacted me for the creation of a new institutional video that was able to express the values and philosophy of Honda, and his claim 'The Power of Dreams'. Initially there wasn't a brief. Reading the biography of Soichiro Honda, I was impressed by his first invention and creativity. Japan was hurt by the Second World War and to deal with the difficult economic situation, Soichiro invented a new cyclomotor by applying a military motor to his bicycle. Soon after, he built some for his friends and neighbours -- and following this he started production of the Dream Type A. Two years later he founded the Honda Motor Company.
"It was an exciting story and when I presented the idea to Honda, they were all very impressed and they left me to work in complete harmony and trust."
DA: What were your conceptual ideas behind it?
"I wanted to express the genius of Honda through an idea that was both simple and sophisticated -- and above all linked to the creativity of children. As a boy, I was often on a bike, and I remember that during my races I'd apply a piece of cardboard between the fork and the rear wheel of my bike. The noise was deafening, and in my imagination that was my motorcycle. I projected my idea onto the mind of Honda, and the idea of the broom and wheels was born.
"Honda was a visionary man and an artist before he became a skilled designer, and I think his ideas were born from the kind of vision that leaves you breathless and that only you can see. I thought of that night when dreams helped Soichiro to become aware of its value. The broom that strikes against the spokes of the wheels open Soichiro's mind. I wanted to finish the video at that point because I believe that all started from there. It's the most important point in the life of Honda -- the rest is history."
DA: What was the biggest challenge you faced, and how did you overcome this?
"The biggest challenge was to imagine and then run with an idea that I had in my mind -- all on my own. Honda Italy knew my style and approach, but it's challenging to complete a new and ambitious project such as this, especially when working with a multinational. However, when I presented a preview of the first 30 seconds to Honda, showing the style and mood of the piece, their reaction gave me confidence. I also took confidence from the valuable contributions of the artist Simone Prisco -- who drew all the backgrounds and landscapes of a Komyo of the last century (the town of Soichiro Honda), and the violin of maestro Lino Cannavacciuolo who wrote for me a timeless soundtrack."
DA: What software did you use to create the piece?
"Many applications were used, but the most work was done in After Effects. All the characters were drawn on paper, then brought into Illustrator, and then reconstructed with masks in After Effects. There were a few 3D elements created in Maya, such as the wheels or mechanical arm, but I preferred to work in 2D in After Effects. AE is a powerful tool for making animations, but do not let your minds be influenced by fashion or by the next plug-in of fame. The creativity of every person is unique and precious, and there is no software or hardware that can compete with your imagination."
A behind-the-scenes movie about the making of the film can be seen here.
Digital Arts Staff
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