Acura Launches New RDX Spot; Blending Stop-Frame Animation and Street Art

January 19, 2009

by
rp&

Santa Monica, Calif., Jan. 19, 2009 – Airing for the first time on Jan. 18, the new Acura RDX spot, "Wall Art," reveals the turbocharged crossover SUV's city prowess—darting through alleys, ducking around corners, navigating the urban landscape.

In fact, it's the landscape that really sets this spot apart. Enlisting the director duo of Chris Hopewell and Ben Foley of Collision Films (previous work includes music videos for Radiohead and Franz Ferdinand), this RDX commercial uses stop-frame animation techniques while plugging into the street art phenomenon. Famed Bristol, UK-based street artist Sainty (Henry St Leger), along with a team of 17 graffiti artists and painters, brought this idea to life on a massive 100-foot by 40-foot wall. All art was done by artists, not CGI.

"Wall Art" opens with an RDX parked in front of a blank wall. This same wall is painted and repainted with cityscape scenes, hundreds and hundreds of times, to animate the background behind the vehicle. The 10-day shoot for "Wall Art" used more than 450 gallons of paint and 500 cans of spray paint, resulting in more than 400 layers of paint on the wall.

"Wall Art" is premised on the RDX's turbocharged engine, agile handling and sporty stance—the RDX is perfect for the city. The spot instills a sense of artistry and upscale sophistication in the brand.

Featuring a combination of large-scale street art and stop-frame animation set to Elias Arts composer Kenny Segal's track, the commercial literally illustrates that the RDX is equipped for anything the city can create. The spot breaks during the AFC Championship game on CBS and will continue to run on sports and high-profile programming such as 24, Criminal Minds and The Mentalist.

The "Wall" Art commercial, an exclusive behind-the-scenes look at the making of "Wall Art" and photos from the shoot, are all available at http://www.rpa.com/rdxwallart.

Credits:

Chief Creative Officer: David Smith Creative Director: John Hage Senior Art Directors: Dan Buchmeier, Phillip Squier Copywriter: Jeff Mullen Agency Executive Producer: Jack Epsteen Agency Senior Producer: Carolyn Casey Production Co: Epoch Films Executive Producer: Jerry Solomon ;Line Producer: Pat Harris Directors: Ben Foley/ Chris Hopewell (Collision Films) Cameraman: Daniel Kutner Music Company: Elias Arts Composer: Kenny Segal Sound Designer: Dean Hovey Elias Creative Director: Dave Gold Elias Executive CD: Jonathan Elias Elias Executive Prod: Ann Haugen Visual Effects Company: Moving Pictures Company MPC Exec Producer: Mark Tobin Visual Effects Artist: Adam Frazier Visual FX Producer: Allyson Nevil Offline Editor: Wendy Sandoval Sound Mix Company: Ravenswork Sound Mixer: Robert Feist Telecine Company: Moving Pictures Company Colorist: Mark Gethin

About Acura Acura offers a full line of technologically advanced performance luxury vehicles through a network of 270 dealers within the United States. The 2009 Acura lineup features five distinctive models including the RL luxury performance sedan, the TL performance luxury sedan, the TSX sports sedan, the turbocharged RDX crossover SUV and the award-winning MDX luxury sport utility vehicle.

For media information and high-resolution photos of all Acura vehicles, please visit www.acuranews.com. For consumer information, please visit http://www.acura.com.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.