Powered by Honda

Digitas approached Mainframe with a concept for a one-minute animation that instantly grabbed our attention. The brief was simple yet challenging, as we had no real script to work with. However, this gave us an enormous amount of flexibility to experiment and room to play. The aim of the narrative was clear: to tell the story of a Formula 1 race from start to finish that showcased a variety of other vehicles, all powered by Honda. The race was to take place at Japan's iconic Suzuka circuit, and the main stars of the show were the four drivers from the 2019 Red Bull and Toro Rosso F1 teams. Leaning heavily towards the high contrast, black and white compositions found in manga, with striking line work and aggressive camera angles, I worked with the team at Mainframe to develop the visual direction for the film. I also blocked out early animatics that helped inform the narrative as well as establish camera angles that served as a starting point for the edit. There were several creative and technical workflow hurdles to overcome, and I led the team in setting up a bespoke pipeline to ensure the project ran as efficiently as possible. The final result is a thrilling ride that takes the viewer on a high-octane battle all the way to the finish line. We were really happy with how well the film was received by the F1 community and Honda Racing F1’s ever so passionate fans.

Powered by Honda Credits
Client: Honda
Agency: Digitas UK
Studio: Mainframe
Producer: Phil Archer
Design: Jonathan May, Diogo Garmatter
3D Modelling: Diogo Dias
Animation Lead: Richard Payne
3D Animation: Marcos Fernandes, Diogo Garmatter, Roger Chiaw, Richard Payne, Jonathan May
2D Animation: Josep Bernaus
Sound: String and Tins
The Finish Line is Never the End
On the back of the success of the first film, Honda and Digitas again collaborated with Mainframe to create this follow-up film. While the visual direction remained the same, this time the idea paid homage to key moments in Honda's celebrated Formula 1 history. The film was broadcast on Japanese television just one week before the 2019 Japanese Grand Prix.
The focus here was strictly on F1 cars that were powered by Honda's power units, from the days of Richie Ginther in 1965 to modern-day heroes like Max Verstappen in his Red Bull. As the action is dialled down a notch, our attention is focused on the events that have led to Honda's success in the sport. The tone is a little more sentimental and nostalgic, and honours the undeniable spirit of their fans.
I led the creative team at Mainframe from start to finish line, and again, we were really chuffed with how well it was received by the F1 community.
The Finish Line is Never the End Credits
Client: Honda
Agency: Digitas UK
Studio: Mainframe
Producer: Phil Archer
Creative Director: Jonathan May
3D Design and Animation: Marcos Fernandes, Duncan Tune, Nick Lyons, Roger Chiaw, Jonathan May, Richard Payne, Mike Tyler
2D Animation: Josep Bernaus
Sound: String and Tins
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