The Making of The Cog

29 Nov
Behind the scenes of the Honda Cog [5]


From the words of the people making the Cog it was a very long process a mission so to speak to create the perfect take. It started off at the drawing boards of Wieden+Kennedy who came up with the idea and developed that into a plan they could then give to the director Antoine Bardou-Jacquet and his team. Who then took that idea and started to try and work out how to visualize it and make it work. It took “one month script approval, 2 month in concept drawings and four months in development and testing.”[5]

They brought together people from the agency, film crews, special effects, photographers technicians, equipment needed and of course the cars. The cars were dissected at the start of the process to really see what parts were inside them that could be used. They then worked out the best way to lay them out encountering many problems as they went but surpassing them buy using other ways of making the machine. I saw more intertextuality within the making of the film than in the actual ad. In some of their concept designs they wanted to use fire and some scenes that looked very similar to The Way Things Go. However in the end I think there were two scenes that I would say quote from Peter Fischli and David Weiss. The one with the tires going up the ramp and the scene with the spanner like contraption hitting a metal cylinder to make it roll forward. Then again who really cares in this modern age intertextuality is part of life, its part of creating new things because its part of our history. The makers of the film admitted to watching The Way Things Go and were inspired. But they created a piece of work very different in the end that was a success.

They spent four months in various studios around the country trying to get their designs to work but when they thought they had the right layout and measurements. They then moved to the final studio where they did the final take which also provided the background for the job. They used a large crane for the camera, with three people operating the crane and camera. The perfect lighting with technicians in charge of getting it right. Then came the testing again, and again and again. trying to get that perfect take. They divided it into two parts but after 656 takes they got the sequence they wanted and were obviously very happy. They were happy with themselves because they were given a very technically difficult, artistic, intricate challenge to make an ad and overcame the problems in the way to then create one of the most successful ads in modern media.



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