Honda recently ran a 3-D takeover in Times Square to promote the all-new CR-Z sport hybrid coupe. “CR-Z3dNYC” marked the first time a 3-D commercial aired in Times Square on the Clear Channel Spectacolor HD screen. The 3-D commercial, “Eclipse,” reveals how opposites in harmony, like sport and hybrid, can come together to create something compelling and powerful. The Times Square playground event included a performance by N.E.R.D., interactive CR-Z vehicle displays, racing simulators for fans to drive the CR-Z in Sony Entertainment’s Gran Turismo® 5 on PS3 in Stereoscopic 3-D, issues of Maxim’s first ever 3D issue, Polite in Public photo booths with 3D backdrops. Hit+Run crew created special screen-printed shirts on-site, with the words, “WHO: The CR-Z buyer: youthful Gen Y & X who are passionate about 3D, gaming and music”.
Click on the image below to play the New York Times video in YouTube (HD)
Click on the image below to play the Eclipse video in YouTube (HD)
Click on the image below to play the NERD video in YouTube (HD)
Maxim published its first-ever 3D issue featuring a 3D cover story, co-branded 3D glasses, and a 3D phantaglyph CR-Z print ad driving traffic to a Honda 3D online destination. Honda says the phantaglyph technology “makes images more dimensional and realistic-looking. Instead of floating off the page, the CR-Z looks like it is sitting on the page.”
The 3D Eclipse campaign was developed at RPA, Santa Monica, by chief creative officer David Smith, group creative director Joe Baratelli, creative director/art director Nathan Crow, creative director/copywriter Adam Lowrey, executive agency producer Gary Paticoff.
Filming was shot by director Raf Wathion via Skunk with executive producers Matt Factor and Shelly Townsend, line producer Ken Rosen, and director of photography Paul Cameron. Editor was Michael Heldman at Spot Welders. Music was composed by Alex Kemp at Hum. Sound was produced at Framework by sound designer/mixer Ken Dahlenger.
Post production, special effects and telecine were produced at The Mill New York by VFX supervisor/executive creative director Angus Kneale, VFX supervisor/ lead 3D artist Vince Baertsoen, lead 2D artist Bethan Thomas.
The 3D print ad, “Two Dimensions Wouldn’t Do It Justice” was produced at RPA by chief creative officer David Smith, group creative director Joe Baratelli, creative director/art director Nathan Crow, creative director/copywriter Adam Lowrey, senior art directors Ron Berry, Bang Pham, art director Can Kadioglu, photographers Uwe Breitkopf and Joe Carlson (3D), digital artist Nicola Kraemer.