Roof Studio and Honda Open a Window to the Imagination
In many ways it’s impossible to make sense of the creative process. When the conscious mind links up with the unconscious there’s a lot of spread and not a lot of logic. Like dancing on a cloud of fog or playing the music of colors and shapes, it may not translate into direct language that we’ll all understand. But the results are incontrovertible. As major investors in the creative process, Honda wanted to show off what they have going on in their labs from designers who are pushing their own boundaries in every direction possible. So they linked up with Roof Studio who have their own intimate understanding of how creative exploration can twist and wind itself around the unexplainable.
In their latest spot “The Dreamer,” we start in an incredibly modern, cleanly designed studio with a Honda employee putting together an illustration of a car engine. But while he’s working, the designer’s brain opens up, figuratively and literally, letting us into his internal process. As a double door swings open from the back of his head, a Honda car drives off into a world that constructs itself seemingly out of thin air, growing off the ideas and inspirations that this designer is conceiving in his own imagination. It is rich, complex, and flows like water from one concept to the next, skating not on the progression of sensible rationality but on the natural path of ideation.
From a technical perspective, world building like in this ad is of the highest order. Combining live action videography with incredibly rich CGI animation, Roof had a tall order. To create something like this the whole team has to be on the same page from day one, which required intense preproduction work. “For me preproduction is always a really special part of the project,” explains Guto Terni, Creative Director at Roof Studio. “It is the moment where we create the film and I really enjoy thinking about the conception of the scenes.” Each artist’s creative process is singular to them, so not only did the team at Roof have to dig deep to create these worlds, they also had to find ground that was common to each other and the audience who would see the piece. One would think that creating sense out of the imagination would be impossible, but as they do so often, Roof proves that the impossible is possible. It just takes time, hard work, and a rich understanding of how we see with both our heads and our hearts.