Afeela

Sony Honda Mobility

2D Animation
Cel Animation
Character Animation
Editorial
Illustration
Live Action
Mixed Media

To introduce Afeela, we built a bold cel-animated world designed to make the car look as smart as it actually is. By blending live-action footage with handcrafted animation, we created a series of spots that feel premium, functional, and confidently forward-looking.

Character Development

“Instead of talking features, we showed what they feel like. Instead of talking heads, we layered animation over driving footage.”

Nathan, dotdotdash Creative Director

"ESports"

"Mind Reader"

In a category crowded with spec sheets and superlatives, we built a distinctive visual language that turns advanced technology into something you can see and instantly understand.

Design Development

The cel-animated world in this series became a flexible design system, built to scale across launch, social, and future product moments.

Show Credits ❯

Director / Creative Director

Marcel Ziul

Executive Producer

Alex Gorodetzki

Head of Production

Amy Russo

Producer

Liza Tugangui

General Manager

Tais Marcelo

Resources

Carolina Briguglio

Designers

Helton Mattei
Brayden Kowalczuk
Jay Gordon
Siwan Seok

Cel Animators

Deco Daviola
Ande Dias
Andre Ruivo
Jesus Gutierrez Miranda
Jose Pistilli
Julia Simas
Lucas Moraes
Mateuz Fernandes
Mayukh Goswami
Matt Everton
Natalia Faria

Compositing

Ricardo Perosa
Beto Prado
Fernando Jurado
Daniel Azevedo