Honda: Racing Against Time

	View online or Subscribe now
Released:	October 2009
Advertiser:	HONDA
Brand name:	HONDA
Agency:	RPA
Country:	USA
Category:	Cars

Credits:

Honda Premieres “Racing Against Time” Short-Film Documentary Featuring Skateboarding Legend Tony Hawk and “Star Trek” Screenwriters Roberto Orci and Alex Kurtzman

Directed by Joe Berlinger with producers @radical.media, “Racing Against Time” takes a personal look at what defines the essence of racing and how the best work is often done when the pressure is high and competition is fierce. The film illustrates Honda’s racing spirit, as Honda associates persevere to develop innovative environmental solutions. Teamwork also is shown as an integral contribution to extraordinary results. These themes are brought to life during the seven-minute film through personal experiences shared by professional skateboarder Tony Hawk, “Star Trek” and “Transformers” screenwriters Roberto Orci and Alex Kurtzman, and IndyCar driver Tony Kanaan. Stories from several Honda associates also are featured, including Sachito Fujimoto’s challenge to develop the Honda FCX Clarity fuel cell electric vehicle.

“Honda’s new doc film, ‘Racing Against Time,’ was developed to share our unique corporate culture rooted in racing, and to inspire people to innovate—no matter what the circumstances,” said Barbara Ponce, Manager of Corporate Advertising for American Honda. “Honda’s racing spirit goes far beyond the race track—it’s a unique approach to business that allows us to face and survive difficulties in the marketplace, including the current environmental and economic challenges.”

“In ‘Racing Against Time,’ Joe Berlinger brings a whole new dynamic to Honda's ‘DREAM THE IMPOSSIBLE’ Documentary Series. There’s a real sense of urgency to the film. The pacing, music and imagery all reflect the intensity and drive of the people we interviewed—whether it’s pro athletes, like Tony Hawk and Tony Kanaan, describing the challenges of competing against the clock or environmental experts and scientists discussing solutions for the looming deadlines that our planet will face in the near future,” said Todd Carey, associate creative director at RPA.

Advertising Agency: RPA, Santa Monica, CA, USA
Chief Creative Officer: David Smith
Writers: Todd Carey, Curt Johnson
Agency Producer: Gary Paticoff
Executive Producers: Barbara Ponce, Jon Kamen, Frank Scherma, Frank Stiefel, Justin Wilkes
Production Company: @radical.media
Producer: Andrew Flakelar, Todd Carey, Curt Johnson
Director: Joe Berlinger
DP/Lighting/Cameraman: Andrij Parekh
Editor: Ben Coccio/Outpost Digital
Original Soundtrack: Q Department.
Post Production: Outpost Digital
Graphic Designer: Dave Dimeola, Chris Rubino
Photographer: Davi Russo

Interactive
Chief Creative Officer: David Smith
Executive Producer, Content: Gary Paticoff
Creative Director/Art: Curt Johnson
Associate Creative Director/Copy: Todd Carey
Senior Art Director/Art: David Mesfin
Senior Copywriter: Brenna Hajek
User Experience Lead: Alex Yra
Technology Director: Scott Westerfield