— THE SOCIETY OF THE SPECTACLE

The Sound Of Honda.

This is a hugely atmospheric and smart piece of work for Honda in Japan. The idea sees them tapping into their heritage in Formula1, and of course, the most iconic driver to ever slip into one of their cars. Ayrton Senna.

In 1989, Senna set the fastest lap of all time in F1 at the Suzuka circuit in Japan. Using the original telemetry data, the sounds of that world record lap have been recreated around the track.

Shot at night, the lights track the sound at the speed the car went around the track, combining to create a hugely atmospheric piece of content. It’s both a wonderful tribute to Ayrton Senna himself, but also re-affirms the long lasting influence that Honda has had as a car and engine manufacturer. It’s a nice use of (very obvious) data sets to tell a great story. Some of the cutaways capture people in sheer delight at this experience, and I can’t say I blame them. A fantastic piece of work.

(See the making of below…)

 

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