The brief - "give it character, make it all 'in-camera', we shoot in one week.
Honda have always come across as the meticulous yet playful sort and this fun piece of garage feng shui encapsulates the car manufacturer's whimsical approach to design. Titled Perfect Fit, the ad by creative agency Lost Boys opens with a man confronted by the chaos of his garage, which has become overrun with tools, toys and the other ephemera of family life. Standing in the midst of a garage full of long forgotten bikes, toys, and curiosities, the protagonist seems to need a skip. But he's an enterprising sort with a lot of imagination... and a souped-up tool kit.
In delightfully homespun fashion, he carves out just the right amount of space for his Honda HR-V - no more, no less.
We shot in a specially constructed garage set within a very basic warehouse, filled with over 4,500 props, it required an art dept team of 8 crew members working over two days to complete on time. Everything had to be fixed in a way that we could quickly remove whole sections of wall without compromising the design. It was a really odd negative space sculpture to craft around the shape of a car, and also resembling a parked car when the actual car is missing.
Creativepool 2016 Annual - Advertising: Broadcast