Honda Asimo -- Twenty Years of Iconic

Role: Creative Director I Executive Producer
Visual Strategy and Campaign Creative

Formats Delivered: Social media video idents, media stills.

Scope: Creative Ideation & Development |Brand Partnership |Digital Content Design | Story & Narrative | Campaign & Production Direction | Multi platform Rollout

The Brief
Access All Areas Film studio wanted a signature creative digital campaign to announce its re emergence in the world post COVID. The goal was reconnection with clients, brand partners and the world. The mood was celebratory and joyful. The aesthetic was cinematic, retro future, tech savvy, pop culture centred storytelling.

The Response
Twenty Years of Iconic — a digital-only campaign designed to spotlight an all time favourite brand activation we created in 2009, reconnecting us with those legacy brand partners across tech, science and culture, and reasserting to audiences worldwide Access All Areas Film unparalleled excellence in achieving exceptional media reach, EMV and ROI.


Do Androids Dream: (2009)
As Creative Director and Exec Producer of this landmark multi-partner campaign uniting Honda Europe, Edinburgh Science Festival, and the Edinburgh Centre for Robotics, I directing creative delivery across institutions, earning a reputation for excellence and forging relationships at the highest level.
A 45-minute live audience interactive experience starring ASIMO, then the most advanced humanoid in the world, I co-wrote and directed a show that cast a robot as emotionally intelligent cipher, evolving towards human behaviour — playing football, serving drinks, negotiating steps, dancing.
The result was captivated global audiences.
With an estimated audience reach of 350 million, earned media value of £7.5M, and an ROI of 15x, this campaign remains one of the most commercially and culturally impactful pieces of science storytelling in recent UK history.


Fast forward to 2021: when ASIMO turned twenty, I created Twenty Years of Iconic - a recontextualised digital remix of 2009's Do Androids Dream? brand activation, using 2009 footage from as part of the campaign.

Execution
We treated the original 2009 footage with grain, glitch, and nostalgic VHS overlay to produce a series of fifteen-second “retro idents” and cinematic stills. These were rolled out simultaneously across social channels operated by Honda UK, the University of Edinburgh, and Access All Areas Film.
A purposefully lo-fi campaign — crafted to celebrate legacy with heart and humour, using the language of digital culture.


Execution Highlights

--Director Level Stakeholder Management
Reactivated legacy contacts and personally secured executive buy-in from Honda at director level. Maintained open lines with Honda leadership throughout the campaign lifecycle, ensuring strategic alignment.

--Creative Direction + Brand Integration
Led the creative strategy across all campaign touchpoints — developing a bold neon aesthetic to align with Honda’s global digital language and integrating this visual world into bespoke campaign content.
-Personally reviewed and recut initial video edits from the design team to raise visual and emotional impact.
-Commissioned glitch overlays and animated transitions to amplify energy and achieve a high-polish visual layer.
-Directed internal art teams to shape assets that visually echoed Honda’s global campaign — creating cohesion across touchpoints.

--Executive Producer & Campaign Delivery
Negotiated and aligned with senior stakeholders at Edinburgh Science Festival and the University of Edinburgh working withe cross functional teams in, press, programming and marketing to ensure approvals of media stills and video final cuts.

--Social Campaign Leadership:
Directed content rollout across four social teams — Honda, Edinburgh Science Festival, University of Edinburgh, and Access All Areas. Briefed and aligned their outputs to ensure consistency in message and tone across all platforms.

--Measurement & Reporting
Consolidated campaign analytics from all partners into a unified performance report for stakeholders — capturing reach, engagement, and sentiment across multiple verticals.

Results
Twenty Years of Iconic (2021)
--High visibility roll out across five global brand channels
--Five-way partner collaboration across tech, government, academia, brand, and production
--Full campaign approval at director level, with high praise for visual polish and strategic execution
--Delivered audience reach across education, youth, and science innovation verticals
--Set visual and narrative precedent for future Honda UK campaigns--Audience Reach: 700,000+

--Engagement Rate: 12%

--ROI: 10x