STEP WGN SPADA
Imagine
Advertising campaign for Honda’s minivan “STEP WGN SPADA.” Combining spacious interiors, advanced functionality, and refined design, the vehicle was presented as more than practical mobility—an enabler of richer living, supporting lifestyles from the everyday to the extraordinary.
In both film and graphics, repeated back views of people approaching the SPADA symbolized diverse values and ways of life. By deliberately avoiding frontal views, space was left for self-projection, aligning the camera’s perspective with that of the user and inviting them to imagine life with the vehicle as their own.
Whether spending time with friends, heading to work, or enjoying quiet moments alone, today’s world allows freedom from a single way of living. As “a space that fulfills every possibility,” the SPADA was framed as a car with openness and flexibility, offering future-oriented choices for a wide range of people.
想像しよう
HONDAのミニバン「STEP WGN SPADA」の広告キャンペーン。ゆとりある広さと高い機能性、そして洗練されたデザインを兼ね備え、日常から非日常まで多彩なライフスタイルに寄り添う一台の魅力を描き出しました。クルマの実用性だけでなく、暮らしの豊かさを拡張する存在として位置づけています。
映像やグラフィックでは共通して、人々がスパーダに歩み寄る後ろ姿を積み重ね、多様な価値観や暮らし方を象徴的に表現。人物の正面はあえて映さず、自己投影の余白を残すことで、視点がユーザー自身と重なり、スパーダのある暮らしをよりリアルに想像させる構成としました。
仲間と過ごす時間、仕事へ向かう瞬間、ひとりで心を解き放つとき。ひとつの生き方に縛られない今だからこそ、「できることすべてを叶える空間」として「STEP WGN SPADA」の世界観を提示。多様な人々に開かれた余白を持つクルマとして、未来へ向けた自由な選択肢を示しました。
Magazine
Client:
Honda Motor Co., Ltd.
Credits:
Executive Creative Director: Yoshihiro Sato (Dentsu)
Executive Creative Director: Yuji Sugitani (Dentsu)
Creative Director: Naoto Kawakami (Dentsu)
CM Planner: Naoto Kawakami (Dentsu)
Art Director: Yoshinaka Ono (Dentsu)
Copywriter: Fumiko Ishida (Dentsu)
Strategic Planner: Ryo Kuribayashi (Dentsu)
Creative Producer: Tomoyuki Ebihara (Dentsu CF)
Account Executive: Ryuta Sogabe
Designer: Shyota Kawakami (J.C.SPARK)
Film:
Film Producer: Kazuto Nakamura (AOI Pro.)
Film Producer: Yoichiro Himata (AOI Pro.)
Production Manager: Yohei Fujita (AOI Pro.)
Production Manager: Ryo Ennyu (AOI Pro.)
Film Director: Eiji Tanigawa (TOKYO)
Cinematographer: Susan Stitt (Artistry)
Gaffer: Daniel Michaud
Stylist: Lydia Zimnoch
Hair & Makeup: Jane Heta
Editor: Dai Haga
Mixer: Hiroshi Nomura, Norio Kobayashi
CG Artist: Kuroobi
Narrator: Keiichi Sogabe
Coordinator: Kanta Yamaguchi (Green Tea Film)
Photography:
Photographer: Kenichi Sonehara (SPOON)
Retoucher: Kazuyo Oi (RIZING)
Photo Producer: Hayato Satomi (amana)
