DOMINO
///HONDA
///ROLE: CONCEPT+ART DIRECTION
Our task was to create a series of informational films for Honda's Consortium plans. The immediate challenge was clear: financial products are complex, and explainers can easily become tedious and boring. We needed to find a way to convey the necessary information in a format that was not only clear, but captivating.
We found our inspiration in a highly satisfying and shareable social media trend: domino art videos. In the mesmerizing chain reactions of these videos, we saw the perfect metaphor for how a consortium works. Each small domino piece represents a single, manageable monthly payment. On its own, it's a small thing. But when combined with many others, it contributes to a stunning final result.
This insight was the foundation for our series of films. Each video uses thousands of cascading dominoes to explain the financing process. As the chain reaction unfolds, the dominoes come together to form the shapes of the coveted prizes: Honda's iconic cars and motorcycles. The visual spectacle holds the viewer's attention, allowing the informational content to be delivered in an engaging and easily digestible way.
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By leveraging a universally satisfying visual language, we transformed a potentially dry financial explanation into a captivating piece of content. The campaign made a complex product feel simple, accessible, and rewarding—just like watching a perfect domino fall.