Factory, London’s multi award winning sound design and audio facility, has won further international recognition for their work on Honda ‘The Other Side’ at this year’s Cannes Lions 2015 festival.
The event saw Factory pick up a coveted Gold Film Craft Lion and a Silver Cyber Lion for their sound design work on the ground breaking interactive project for Honda. Factory’s Anthony Moore and Tom Joyce created the film’s sound design working closely with the creative team at W&K London. With no production sound recorded, their work was created completely from scratch. Anthony Moore, Founding Partner & Creative Director at Factory continues,
“It was an honour to be involved with such a ground breaking project. The creative challenge was to create two separate soundscapes that were meticulously designed to then work together through the use of the ‘R’ button. The genius of this interactive element was beautifully simple and wonderfully engaging. Yet, this simplicity demanded that the film making craft involved had to be of the highest standard. It’s fantastic to see the Cannes Lions recognising the craft put into our sound design and the project as a whole.”
Since it’s release in October 2014, ‘The Other Side’ has received industry wide praise for it’s innovative use of interactivity and film making craft. Showcasing both the Civic and new Civic Type R, the film unfolds an adrenaline-fuelled dual narrative, one set during the day and the other at night. The two stories mirror each other perfectly in their composition and the addition of the interactive ‘R’ element allows the viewer to switch seamlessly between each film, simply by pressing 'R' on their keyboard.
Honda ‘The Other Side’ went on to collect a total of 5 Gold’s and 1 Silver at this years Cannes Lions festival. It has also recently picked up a Grand Prix for Sound Design & Craft at the New York Advertising Festivals, D&AD Pencils and Ad of the Year at The British Arrows. It also follows in the footsteps of Factory’s previous award winning sound design work for Honda, which includes ‘Inner Beauty’ and ‘Hands’. Anthony Moore says,
“The Honda brand is held in such high regard throughout the world; it’s advertising is legendary. The team at W&K London is committed to pushing the craft of sound design on every job we do with them, which is a perfect match for us at Factory. Last years many awards and Cannes Silver Lion for ‘Hands’ were fantastic, but with ‘The Other Side’, we wanted to push the bar even higher.”