HONDA: NATIVE SOCIAL
CLIENT:
AGENCY:
CREATIVE DIRECTOR:
ART DIRECTOR:
ART DIRECTOR:
COPYWRITER:
Honda
Charts+Darts
Steven Stone
Aaron Sauceda
Spencer Abrams
Chris Voss
When Honda came to us in 2024, they weren't looking for another big campaign. They needed a steady stream of quick-tun, platform-native social content that could make vehicle features interesting without traditional automotive production budgets.
In short, they needed to make more, spend less, and ensure things felt native to their focus platforms.
01. THE CHALLENGE
02. THE APPROACH
We built a flexible creative / production model around short-form ideas - usually :06s, :09s, :15s, and the occasional :30s, in a variety of platform formats. We paired the shorts with still photo deliverables, giving each feature just enough of an idea to make it worth watching.
Production changes with each gag. We've shot on iPhones, built custom puppets, played with practical effects, and found a rhythm with inexpensive ways to make their vehicle features pop on the small screen.
I helped build the original approach, win the business, and get the ball rolling. Since then, the CDs, ADs, and CWs have taken what we built and run with it. Which is kinda the point of building a badass team.
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