Honda Prologue & Passport

role — art direction

copywriter — Gabriel Litchenstein

I had the opportunity to work on two Honda vehicles at opposite ends of the spectrum: Honda’s first all-electric SUV and its most rugged vehicle yet.

This included pitching concepts for TV/broadcast, making photo selects, giving retouching notes, creating digital assets, as well as finding creative ways to turn existing running footage into culturally-relevant social content.

1/4
Prologue: Static Posts

It was quite meta when one of these popped up on my IG feed.

2/4
Prologue: Social Videos

3/4
Passport: Digital

4/4
Passport: Retouching

The photos were shot by Honda’s in-house creative team, and retouched under the direction of me and a senior art director.

BONUS:
Passport: TV Concepts

We highlight the Passport’s versatility as the landscape dynamically changes all around it. As the Cheetah deftly traverses the rugged terrain, new obstacles appear all around it, perfectly lining up with the existing scenery.

The Passport lets you see rugged in a whole new way. Using epic slow-mo, we dive into the microscopic worlds of the sand, rock, and mud that the Passport kicks up, each revealing new rugged scenes within them.

We’ use a living vision board comprised of epic scenes of the Honda Passport navigating rugged terrain, as well as snapshots of rugged lifestyle scenes. Each photo comes up life as the camera pushes in and moves around.

Has the spark gone from your relationship with adventure? The Passport can change that. Dust, mud, and water form into heart-shaped portals transporting us to the next scene as the Passport tackles the rugged landscape.

Here are some comps/broadcast concepts (among many…) that didn’t end up getting produced, but our creative directors enjoyed. A reminder to continue putting up the good fight, and that advertising is a marathon, not a sprint.