Honda has partnered with Amazon to market its latest all-electric Prologue SUV through a first-of-its-kind storytelling experience. The Japanese carmaker leveraged Amazon’s Ads Brand Innovation Lab to create a campaign never seen before.
The Dream Generator developed exclusively for Honda in collaboration with Amazon Ads Brand Innovation Lab, brings to life magical stories by combining user-provided inputs with AI-generated visuals to create a custom and shareable animated film.
Phil Hruska, Senior Manager at Honda Marketing, said the launch of the all-new, all-electric Honda Prologue is a pivotal moment for the brand. “We wanted our customers to enjoy an innovative and engaging campaign befitting Honda’s first zero-emissions SUV. We’re utilizing the creative prowess of Amazon Ads Brand Innovation Lab to give shoppers and families a fun opportunity to bring their dreams and imagination to life with the Honda Dream Generator.”
Kate McCagg, Director of Amazon Ads Brand Innovation Lab, said the Honda Dream Generator launch exemplifies creative collaboration, producing an innovative AI-driven experience for customers. “Honda’s willingness to roll up their sleeves with us on such a cutting-edge creative journey is nothing short of incredible and we’re so excited for customers to experience it.”
The Honda Dream Generator creates stories on the Amazon customer’s preferred device. Customers can tap into the experience through highly visible call-to-action banners on Amazon. Honda said the create-your-own-adventure style experience is produced using AI-generated animation developed by 1stAveMachine using traditional and drawn animation cels.
Characters were illustrated by hand, and then, using generative AI, developers guided the creation of a faithful animation within the video’s 3D environments. As such, over 190 story variations were made possible by integrating the talent of illustrators, animation artists, 3D artists, film directors, and AI developers.
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