Honda and Mori Inc. – 3D Designs Archive, Uni-Cub and Beautiful Engines

Honda and Mori Inc., a Japan based creative agency, has been working together on interesting projects since the past few years. I’ve already blogged about one of their interesting projects ‘Honda 3D Design Archives’, a microsite where Honda is shared their 3D design data/models online under Creative Commons 4.0 for personal printing. This was launched when the subject of 3D printing had become quite popular among the marketing teams of various industries and we began seeing more 3D printed work than ever before. Unlike any other automotive brand, Honda was the first one to offer such an archive.

Mori Inc.’s last two initiatives with Honda have also been equally interesting.

OK Go: “I Won’t Let You Down” Music Video

Not a car, but a Honda product, the UNI-CUB is a compact personal mobility device that was featured in OK Go’s song “I Won’t Let You Down” and Morihiro Harano, the founder of Mori Inc. worked with the band to produce this super cool video with over 17 million views on YouTube. The video was shot with drones and there is also a microsite where visitors can watch the video, the interview with the band and also create and submit their own visualizations.

IWontLetYouDown_Visualisation1 IWontLetYouDown_Visualisation2

The video was all done in a single take that involved hours of complicated off-camera preparation. A special unit was responsible for the drone: one person to fly it like a remote-controlled plane, another to program GPS sequences and complicated moves, someone to manually operate those sequences, plus someone else to control the drone’s camera, which is able to spin a full 360 degrees. (Japan Times)

Honda: Beautiful Engines

Honda also launched another project ‘Beautiful Engines’ with Mori Inc., Dentsu, Kappuku, Yama and Kaibutsu – a short-film and microsite talking about engines in pop-art theme visualizations. The short film was shown at the Sao Paolo Motor Show in Nov.’14 and also available online on Honda’s social networks.

The key message behind the project is ‘At Honda, our engines don’t just move people and cargo. They move society and history, too. They are engines of change in a very real sense.’


The microsite shares the look and feel of the video and gives the user quick information in form of short paragraphs, animations and images designed in a pop-art theme. The scrolling effect keep the user engaged and adds to the curiosity of the upcoming content and how the whole journey ends. Even though the mechanic and visuals are great, the content lacks depth and could have a richer timeline with some insider and testimonial stories that add to the ‘visually entertaining’ factor here. The social sharing on each piece of content is quite modern where social media icons are not used but initials of the networks like FTPT – Facebook, Twitter, Pinterest and Tumblr encourage the user to click and discover what it actually means – certainly more easily guessed by digital and social experts than the average online user.

To sum it up, Mori Inc. and Honda are collaborating for some beautiful work and we will hopefully see even more interesting work moving forward – time for some wearable technology campaign perhaps? 😉

To view more interesting projects by Mori Inc. visit


5 Websites telling a story

1. Kinner Italia

Beautiful shots, cool animation around the product, good story and simple yet fun UX.



2. World of Red Bull Japan

Beautiful photography, big images, minimum relevant content  and simple navigation.




3. BMW Dynamics

BMW Dynamics Experience section is embedded in the main BMW website. It is not easy to integrate new platforms in pre-built CMS managed websites. However, BMW has managed to do it. The scrolling action is cleverly use to engage the users and involve them in revealing the content. My favourite section is the one shown below where minor details are revealed leading to the full revelation of the car.


4. Wrangler Europe

Since a few years Wrangler has been launching interactive websites. They have improved over time but the ‘drag and release’ mechanism of letting users interact with the site to see further content has been the norm. I like the design, the music and the videos on this site. The music is soothing and suits the nature of activity being performed in the Wrangler outfits. The site loads quickly, gives users the option to enhance their experience by going HD and Fullscreen and also allows them to control the sound ON/OFF. The models featured seem to have the perfect face, they do not distract you from the outfit and they carry it really well!


5. K2!/en/awards/

Website of the largest interactive agency in Poland, K2, makes the most of less content and shares it cleverly with good design and interactivity. I specially like the interactivity on the awards page and the design, it leaves the interested users curious and involves them to find out more by interacting as opposed to a dull images and text page. If the work done was great then one must show it with pride and create some inquisitiveness around it! Why not?