Honda

Bold content for a bold car

When Honda announced that it was going to launch a new version of the much-loved Civic Type R, they asked Foxtrot Papa to produce a suite of emotive content that convinced people that the new car is the most rewarding hot hatch money can buy.



Project

The Honda Civic Type R might sound like just another hot hatch – big engine, big wheels and big spoilers – but in truth, it has few proper competitors. That’s because it’s designed with a singular purpose: to be the boldest, brashest and most bonkers hot hatch on the planet. It’s also insanely fast – a point proven when a few weeks before our shoot it smashed the lap record around Germany’s famously tricky Nurbürgring.

So our job was to use these attributes and devise a content plan to support the car’s pan-European launch. The Honda design team didn’t hold back, so neither did we. Over a three-day shoot in Germany, we dialled up the aggression, using bold angles, close-ups, saturated colours and striking graphics to produce a set of road and track photographs that put the Type R at the centre of the action.

By introducing a more creative art direction we helped increase the longevity of the content beyond the initial launch phase. But we didn’t stop there. We also produced a set of lifestyle images, which helped pull in a non-automotive audience and we also produced two high-octane films that put the audience in the driver’s seat to give them a taste of what the Civic Type R is really like.

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