This commercial for the Acura ADX, a new premium SUV line, was filmed at Honda’s headquarters in Torrance, California on the White-cyc Stage at Studio 540.

Produced by Formula Productions with agency Jackson-Dawson, the project emphasized bold, cinematic lighting and dynamic visuals to match the ADX’s innovative design.

A key creative element was the use of a 10x30 overhead RGBW Aurorus light rig, which allowed us to shift colors across the entire stage. This flexibility gave us the ability to highlight the vehicle with vibrant, evolving looks — underscoring both the performance and the creativity behind the ADX brand.

As Director of Photography, I shot the project on the RED V-Raptor XL paired with Sigma Prime lenses, delivering crisp detail and rich color rendition. Lighting design played a central role, from sculpting the SUV’s lines to creating an immersive atmosphere. We also developed a vertical aspect ratio version, ensuring the spot was optimized for social media as well as traditional broadcast formats.

The result is a premium commercial that blends technical precision with visual artistry, positioning the Acura ADX as a modern SUV designed to stand out.