Honda Takes the Long and Winding Road

London agency mcgarrybowen has teamed up with Honda to create an M. C. Escher-esque campaign for the brand's new CR-V model, highlighting the car's improved efficiency, economy and performance through an infinitely looping road.       

Directed by Chris Palmer through Gorgeous Enterprises the hypnotic spot deploys a 3D version of a phenomenon called the Droste effect (where a smaller version of a picture appears within itself, and so on) to create a stunning illusion of a world within a world.

Captured in camera and filmed with a one-tenth scale model, the spot required some seriously technical pre-production and VFX trickery courtesy of Glassworks, who also worked on the digital campaign - a world-first ‘never-ending' YouTube film, that runs continuously and uses real-time data to personalise each viewer's experience by visually reflecting the time of day and weather at their location, wherever it is in the world. 

Glassworks' new CD, Jordi Bares, describes it as his most most technically challenging project yet: “There are very few projects in which the creative demands such a technical effort as to challenge every single artist to their limit," he says, "This felt like a Russian Doll; one challenge’s solution would open up another."

Watch the behind the scenes film of the spot, below, and test-drive the personalised YouTube film here.