303 harnesses the power of imagination for Jazz

What if a car was designed with such innovative flexibility that you could really fit anything inside it? That’s the premise behind 303’s latest ‘Imagination’ TV commercial for the Honda Jazz – a playful, colourful celebration of human ingenuity and the Power of Dreams.   

The commercial demonstrates the car’s interior space and versatility using the language of a strikingly familiar object – a child’s plastic block. More than a million multi-coloured Mega Bloks flow into and out of the car, transforming into a series of objects along the way – a giant dog chasing a ball, a sneaker-wearing octopus, a surfboard riding a tidal wave, a submarine, and more.

“We were absolutely knocked out by the concept 303 presented because itfits perfectly with the Honda culture of the Power of Dreams,” saysNick Harris, Advertising Manager, Honda Australia. “It’s clever, it’sthought-provoking and it shows the versatility of the Honda Jazz in anexciting new way. It’s an innovative ad that demonstrates that we’rewilling to try new things all the time, new ways of showcasing ourproduct.”   

The complex task of bringing ‘Imagination’ to lifewas entrusted to director Kris Moyes of Revolver Films. Known for his(award winning) direction of music videos for Wolfmother and FranzFerdinand, Kris’ work shows a playful mathematical aestheticcharacterised by intensely colourful and ingenious animations.

Theproduction process for the commercial was highly detailed. First, thetechnical team measured the interior of the Honda Jazz, calculating thetotal volume of the car to be equivalent to 1,469,333 Mega Bloks. Eachobject in the TVC was then designed using this full complement ofblocks, and the commercial finally stitched together from 366 stillphotographs taken over 12 hours.

Speaking of the work, 303Creative Director Julian Watt said, “Honda’s Power of Dreams DNAprovides a rich canvas for imagination and creativity. We just tookthat canvas and played a little. We promised none of the usual car adstuff and we’re stoked with the result.”

303:

Recording Studios: Nylon Studios