These new highly crafted idents for Honda are to be aired as part of a new sponsorship campaign of documentaries on Channel 4. “The more we look, the more we learn” idents are directed by award winning James Caddick at 2AM for Wieden & Kennedy London.

Unique in it’s process Paul Wilmot (Lead Flame) comments “A lot of the material was archive or stock footage, so James wanted to mix this in seamlessly with the stuff that was shot with modern digital cameras.Instead of trying to do it all with software, James was keen to actually archive the footage and give it a unique style, by re-recording shots back to all sorts of different media”.

He adds that “this would entail processes such as printing to film and re-scanning, recording to VHS or betacam multiple times and recording footage back from old TV monitors. All these different processes were then brought back into flame where we would carefully add more archival defects in certain places to enhance the texture and style of different shots without distracting from the story within the pictures. It was important to everyone involved in the project that each individual shot felt like it came from a particular time and place”.

The biggest challenge on this job was timing, as all the different processes had to be done after any VFX work was completed, and still leave room to experiment with the final picture styles. This job really needed that subtile attention to detail that James brings to his work, he has a great hands on approach to film making and is always a pleasure to work with.

Agency: Wieden & Kennedy
Director: James Caddick
Production Company: 2AM
Producer: Aly Moffat
Agency Producer: Michelle Brough
Creative Director: Sam Heath, Chris Groom, Jon Matthews
Agency Creatives: Ben Shaffery, Max Batten
Post Producer: Cheryl Payne
Flame: Paul Wilmot, Andy Copping
Editor: Owen Oppenhiemer @ The Quarry
Telecine: Aubrey @ The Mill
Audio: Dan Beckwith @ Factory Studios

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