1
Creative Brief
- Project Overview
Created as a high-impact, cinematic commercial, Honda Freedom captures the emotional essence of everyday independence. It frames a quiet, rural scene where mobility means more than just movement—it means possibility.
- Goals
Deliver a 30-second brand-driven spot that evokes emotion, reinforces Honda’s core values, and performs well across digital and TV placements—all within a 3-week turnaround.
- Challenges
Conveying narrative depth in under 30 seconds without dialogue or voiceover. Required tight pre-production, precise visual language, and a post-production process that prioritized clarity and pacing.
- Timeline1 week / Completed 2013
- Team Size
7 Members
- Roles
7 Members
- Tools
Adobe After Effects, Photoshop, Illustrator, Premiere, Audition
- Outcome
2
Live Product Simulation
3
Motion Principles
Primary
Seconary
Tertiary
Key Motion Components
- Primary Motion
The commercial elevated the Honda brand by telling a values-first story in a minimalist, modern style. It sparked above-average engagement during regional media runs and was repurposed for broader campaign use.
- Secondary Motion
The commercial achieved a 92% video completion rate across paid media placements, outperforming industry averages. Post-viewing surveys indicated a 37% lift in brand recall, signaling strong emotional resonance and message clarity.
- Tertiary Motion
Even short stories can leave a lasting impression. With the right focus on pacing, emotion, and restraint, brand trust can be earned in under a minute.
- Rationale
Easing Curves & Durations
navigational transitions
Custom Animated components
Infographics
4
Engineering Implentation
Approach
Prototype Setup
1
Build Overview
2
Creative Rationale
Goal
Deliver a 30-second brand-driven spot that evokes emotion, reinforces Honda’s core values, and performs well across digital and TV placements—all within a 3-week turnaround.
Process
- Concepting: Storyboards focused on visual metaphors—open roads, family hands, slow sunrises.
- Production: One-day shoot with lean crew and stabilized rigs for smooth, cinematic motion.
- Editing: Tight cuts and warm grading supported by a bespoke instrumental track that carried emotional weight without overpowering the visuals.
Key Highlights
Detailed Insights
Deep Dives
Learning Science
2
Creative Rationale
Goal
Challenges
Process
Impact and Results
Measurable Outcomes
Takeaways
1
The brief
Goal
Deliver a 30-second brand-driven spot that evokes emotion, reinforces Honda’s core values, and performs well across digital and TV placements—all within a 3-week turnaround.
Challenges
Conveying narrative depth in under 30 seconds without dialogue or voiceover. Required tight pre-production, precise visual language, and a post-production process that prioritized clarity and pacing.
Learning Objectives
Learning Science
Learning Methodolgy
Process
- Concepting: Storyboards focused on visual metaphors—open roads, family hands, slow sunrises.
- Production: One-day shoot with lean crew and stabilized rigs for smooth, cinematic motion.
- Editing: Tight cuts and warm grading supported by a bespoke instrumental track that carried emotional weight without overpowering the visuals.
Impact and Results
The commercial elevated the Honda brand by telling a values-first story in a minimalist, modern style. It sparked above-average engagement during regional media runs and was repurposed for broader campaign use.
Measurable Outcomes
The commercial achieved a 92% video completion rate across paid media placements, outperforming industry averages. Post-viewing surveys indicated a 37% lift in brand recall, signaling strong emotional resonance and message clarity.
Takeaways
Even short stories can leave a lasting impression. With the right focus on pacing, emotion, and restraint, brand trust can be earned in under a minute.
Accessibility & inclusion
3
Results
Honda Freedom
