• 3.24.16

    The Selby Dives Deep with Honda

    When Todd Selby was approached by Honda to shoot their latest campaign "Greatness is Within Reach" for this year’s Civic it was the realization of a long time goal of his. “It’s always been my dream to do the TV commercial and also do the stills,” Todd says. “This was really cool because we actually were taking pictures and I was doing the films and it was really fluid. And they made a print campaign out of it. So it was pretty cool to have that whole integrated thing that everyone’s been talking about a long time.” Achieving multiple asset streams is the goal of any campaign, to engage as many people in as many different advertising spaces at the same time. But to do that successfully, the stories that these pieces tell have to be captivating. Todd ended up traveling from New York to Texas to Chicago to capture three different people for the campaign.

    Rick Lopez, a Texas chef, Karina Gonzalez, a ballerina with the Houston Ballet, and Jesse Diaz of Dark Matter Coffee in Chicago are all creators in their own rights, expressing themselves through very different mediums. Todd met up with each of them in their natural habitats, learning about them and their processes so he could bring them to life through these images. The range of experience and expression was crucial to the campaign, offering a message of inclusion. After all, brands serve people and commercial advertisement can be used to represent those people. Todd’s campaign does just that, delivering the experience of these three people as a way to understand how Honda can benefit their customers’ lives.

    Honda’s customer base is extraordinarily diverse and it was important to both the brand and Todd that they embody those different faces and different experiences. “It was nice that we were able to represent so many different kinds of people who were really inspirational and doing great things, but so different from each other,” Todd says. “And with films you get to learn so much more about them and it adds more dimensions to their story; to actually see and hear them talk, it’s just more engaging to get to see everything.” Todd has made a habit of photographing creatives in their natural habitats, but he reserves the production of video for when he has the opportunity to really dive deep into the stories of the people that he meets. For Honda it was crucial to understand that these are real people whose lives and careers are being made better through interaction with this brand. It’s about creating a real, honest representation of their stories and Todd is there to help tell them.

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