Honda Cars — Type R Launch
Services :
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Client :
Honda Cars
Year :
2023
Timeline :
6 weeks
Creative Director :
Monty Lal
Photographer :
Thomas Ryder
Videographer :
Thomas Ryder
Design :
Davi Ryatt
For the launch of the 2022 Honda Civic Type R, our team was tasked with creating a complete set of launch assets for press and media. Rather than following the traditional single-studio approach, Honda wanted a campaign that felt fresh, modular, and visually diverse. Over five days, we delivered a dynamic shoot across five locations in London, capturing the car in multiple environments to give press outlets a richer visual story.
Typically, automotive brands create launch photography in a single studio, which means every publication ends up using near-identical images. For a car as important as the new Civic Type R, Honda needed visuals that would stand out in press coverage and avoid the repetitive look of a studio-only launch.
We designed a modular shoot plan that allowed for quick transitions between setups while maintaining high production quality. Each London location was chosen to showcase a different facet of the Type R — from urban energy to precision engineering. The result was a visually versatile press kit that provided media outlets with variety and choice, ensuring coverage felt unique across platforms.
The multi-location approach gave Honda a content library that went beyond the standard launch package. Press received a diverse set of assets that worked across print, digital, and social, helping the Civic Type R debut feel fresh and dynamic. By avoiding the “cookie-cutter” press look, the campaign positioned the Type R as not only a performance machine but also a design icon adaptable to every environment.
