The Art of Adventure

Branded content for Honda

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6 branded content films, 5 art pieces, 1 motorbike – all inspired by the spirit of adventure.

Honda and agency partner DigitasLBi asked Contra to create a suite of branded content films that celebrated the release of its new crossover motorbike, the X-ADV.

With the ideas of freedom and adventure at the heart of the bike’s design, five artists from across Europe were asked to show what the concept of X-ADV meant to them. The results were as ingenious as they were eclectic; from polystyrene models and paint on canvas, to digital art created with 3D scanned woodwork.

So with the artists’ pieces matching the uniqueness of the bike, we had to ensure the films were as equally inspiring. Fortunately, we’re a dab hand at showcasing the craft of design and were able to beautifully show off the artists’ skill and hardwork. We documented the whole creative process: concept meetings with the Italian Honda designers; initial design and sketching stages; all the way through to adding the finishing touches. The artists’ interviews, which accompany the visuals, gave them a chance to describe in their own words, their creative processes and the meaning behind their artworks.

The finished films were used by Honda in the online marketing of the X-ADV and are also available on the Honda YouTube page.

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