Superfad: Honda “Crave” Series

Superfad flexed their 3D muscles in a big way with their series of six spots for Honda’s CR-V, all themed around different “cravings.” (Well, all except the Elvis oneâ€â€?I don’t really get that one, honestly.)

chocolate.jpg

“Beach” | “Chocolate” | “Coffee” | “Elvis” | “Popcorn” | “Snow”

The spots are entirely CG and sport some nice, understated sound design. The logo animations are full of personality without detracting from the overall cleanliness of the design work. Hooray for Honda and agency Rubin Postaer for opting to create crisp, intelligent spots that engage viewers with subtlety instead of submission.

Superfad credits:
Creative Director, Seattle: Will Hyde
Creative Director, Los Angeles: Justin Leibow
Director: Dade Orgeron
Executive Producers: Kevin Batten, Rob Sanborn
Live-Action Line Producer: Bo Platt
Post Producer: Erica August
CG Artist: Mike Kirylo, Scott Stewart, John Cherniack, Shannon Thomas,
Phiphat “P” Pinyosophon
CG Artist/ Compositer: Brian Demong, Tom Oakerson
Compositor: Matt LaVoy, Dennis Wilkins, Jance Allen
Editor: Charles Jensen

Rubin Postaer credits:
Associate Creative Directors: Jim Real, Rich Pass
Senior VPs/Creative Directors: Joe Baratelli, David Smith
Senior Producer: Brian Donnelly
Senior VP/Executive Producer: Gary Paticoff
Executive VP/Director of Creative Services: Larry Postaer

About the author

Justin Cone

/ justincone.com
Together with Carlos El Asmar, Justin co-founded Motionographer, F5 and The Motion Awards. He currently lives in Austin, Texas with is wife, son and fluffball of a dog. Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.

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7 Comments

a77

OMG Those are fucking hot! “Popcorn” realy got me for some reason, that was super tight.

crankydude

too bad that car looks fake. not very interesting over all.

carniceria

it’s a solid concept, but ‘elvis’ has to go. who are they trying appeal to? how craves ‘elvis’ who wants a cr-v??

KGB

I think in terms of realism, the car was done well enough. The point here is not convey realism, but a fun association with something. And in some of these spots(the popcorn one especially) that was done pretty well. I agree that the elvis spot is lacking.

phyzoe

In the Elvis one, the car is dancing with its wheels . . . but I agree, it’s the weakest link in that campaign, a campaign breaker, actually.

oeuf

That girl in the beach spot doesn’t look like she’s CG.
Other than that those spots are simple and well done.

Comments are closed.