"The Power Of Ridgeline"

16 August 2016

60s

Pesmerising work.

PES is quite rightly revered in the world of advertising and beyond for his extraordinary ability to create beautiful pieces of film using in-camera special effects. His distinctive style has been copied by others but no one ever quite manages to hit his level. And the wannabes will need to learn some new tricks after watching this amazing film which uses an innovative technique to create an outcome that's similar but different to his previous work.

We've seen this kind of thing before, of course, as it's a tried and tested way of conveying a lot of activity. But it's never before been delivered with such attention to the aestheticism. The figures using Honda's truck take on the quality of vivid ghosts as they make use of the materials they shift from its flat-bed.

It's a lovely piece of work and, importantly, it strongly conveys the idea that Honda should be considered a significant player in a market dominated by other marques.

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