We have just finished working with Wieden + Kennedy Amsterdam and Honda Motors Europe on the new Honda Insight Hybrid commercial directed by Erik van Wyk of Bouffant. BlackGinger’s role involved a combinationof in-depth physically accurate previsualization, seamless CGI and finessed compositing, all turned around against a very ambitious schedule.

In order to visualize and plan the layout of the almost 1000 cars that were to
form the light grid, animators in BlackGinger’s visual effects department mocked up the cars in 3d (3-D). Using accurate models of the new Honda Insight and real world lensing, they were able to determine the optimal camera height, lensing and car layout for the shooting of the lights. In order for the lights to appear in a perfect grid the cars have to be placed in a fan shape, with the cars getting further and further apart as they go back. With some lens and height combinations the cars at the back would span 2.5km across, so finding the most practically achievable layout was very important as all the lights had to be placed on the location just outside Piketberg  (120km from Cape Town) and couldn’t be moved once placed.

Using the layout from BlackGinger, the surveyors were able to accurately plot the position of each set of lights on the location, so that they would appear in a perfect grid from the camera 60m above the ground suspended by a crane. The animations that would run on the light grid was prepped and converted to interface with the computer controlled lighting system that would trigger the lights on location.

The grid was shot in halves, stabilized and finally stitched together in Flame.
With only a few real cars in the grid the reflections of the lights on the roofs were generated in 3d and compositing in to match the animation of the lights. Randomness or human error was then added and the skyline, sunrise and ambient light were composed in Flame.

The final shot showing the entire grid of vehicles required heavy CGI with a majority of the cars being generated in 3d and the ground being extensively matte painted to create an impressive final look at what would have gone into generating this awesome grid of lights.

It was an honour for BlackGinger to work with the creative team from Wieden + Kennedy, Erik van Wyk, the team at Bouffant and Honda. This ad will be flighted in 128 countries across Europe, the Middle East, Russia and Africa. Honda has been showcased in various creative forums worldwide and is getting an exceptional response from all.

Honda Insight commercial shines bright |