Alt VFX creates a square world in new campaign for the Honda Civic Coupe via RPA, Los Angeles

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3.jpgPartnering with LA agency RPA and LA production company Arts & Sciences, Alt.vfx has created a world that can only be described as square. People, dogs, trees, skate bowls, haircuts and balloons stood in rigid contrast in awe of the new Honda Civic Coupe.

4.jpgEven the format of the ad itself is square, with the sides of the frame opening like a curtain to further showcase the car in the commercial.

Alt was tasked with extensive digital environment work replacing buildings and landscapes with a squarer aesthetic, along with populating the square city with its inhabitants. Square pigeons and a poodle were created entirely in CG, with designs concepted by Alt. The square people were a combination of practical effects from film legends Legacy VFX, with Alt recreating the faces in CG to bring them to life.  

Sean Ryan, Alt.vfx shoot supervisor was in LA to get the digital scans of the fantastic practical latex models made by Legacy FX.

Says Ryan: “The Legacy practical models had so much detail; they were amazing, yet they were still just static latex faces in a neutral pose. We needed to have pixel accurate scans so we could recreate them in CG and then bring them to life.”   

Colin Renshaw, VFX supervisor and founder believes the project was a perfect example of remote but seamless execution with the agency and client States side, and Alt in Australia.

Says Renshaw: “We met with the agency remotely on a weekly basis with our online review tools where we went into some amazing creative detail. There were lots of last minute tweaks and yet it was without stress and free flowing. The project was worked on by both the Sydney and Brisbane teams and it all came together in a few weeks.”

Client: Honda Civic Coupe

Agency: RPA

Executive Vice President, Chief Creative Officer: Joseph Baratelli

Senior Vice President, Executive Creative Director: Jason Sperling

Co-Creative Director: Johnny Hardstaff

Senior Vice President, Chief Production Officer: Gary Paticoff

Vice President, Executive Producer: Isadora Chesler

Associate Creative Director (Art): Marcella Coad

Associate Creative Director (Copy): Paul Fung

VP Director of Business Affairs: Maria Del’Homme

EVP Management Account Director: Brett Bender

VP, Group Account Director: Adam Blankenship

EVP Management Account Director: Brett Bender

VP, Group Account Director: Adam Blankenship

Management Supervisor: Rose McRitchie

Account Executive: Chloe Seitz

Production Company: Arts & Sciences

Director of Photography: Danny Ruhlmann

Editorial: Union Editorial