SUB CATEGORY :

SPECIAL EFFECTS: DIGITAL VISUAL EFFECTS

COMPANY ENTERING :

FIN DESIGN + EFFECTS, SYDNEY

TITLE :

HYUNDAI HAVE YOU TRIED IT

BRAND :

HYUNDAI

ADVERTISER :

HYUNDAI

AGENCY :

INNOCEAN AUSTRALIA, SYDNEY

HYUNDAI DIRECTOR OF MARKETING :

JENNIFER GULLIVER 

HEAD OF BRAND PRODUCT & RETAIL COMMUNICATION :

ALEX PINSUTI 

BRAND & PRODUCT PORTFOLIO MARKETING MANAGER :

DOMINIQUE ALLEN 

BRAND SPECIALIST :

EMILY MELINZ 

EXECUTIVE CREATIVE DIRECTOR :

WEZ HAWES

CREATIVE DIRECTOR :

DAMON PORTER/WASSIM KANAAN 

HEAD OF INTEGRATED PRODUCTION :

ESMÉ FISHER 

EDITOR INTERNAL :

DAVE ANLEZARK 

CLIENT SERVICE PARTNER :

IAN HARTLEY

SENIOR ACCOUNT DIRECTOR :

VINCENT PLED

ACCOUNT DIRECTOR :

CHIARA MAROTTA

CHIEF STRATEGY OFFICER :

GUAL BARWELL

STRATEGY DIRECTOR :

LUCAS BLACK-DENDLE

PRODUCTION COMPANY :

SCOUNDREL

DIRECTOR :

MICHAEL SPICCIA 

PRODUCTION COMPANY :

SCOUNDREL 

EXECUTIVE PRODUCER :

KATE GOODEN/ADRIAN SHAPIRO

PRODUCER :

JULIANNE SHELTON 

DOP :

ROSS GIARDINER 

EDITOR :

JO SCOTT (ARC)

MEDIA COMPANY :

HEAD & SCIENCE

VISUAL EFFECTS (VFX) :

FIN DESIGN + EFFECTS

CHIEF EXECUTIVE OFFICER :

EMMA DAINES

EXECUTIVE VFX PRODUCER :

ALASTAIR STEPHEN

VFX PRODUCER :

ISABELLE HOWARTH

VFX SUPERVISOR :

JUSTIN BROMLEY/STUART WHITE

FLAME ARTIST :

ALEX PATTINSON

:

CG GENERALIST :

SHANE BROUWER

FX ARTIST :

MIKE THOMPSON/JORDEN MARTIN/ERIK KIM

MODELLER :

JOE WU

PREVIS ARTIST :

VUONG MY TRINH

MODELLER/TEXTURE ARTIST :

SYLVIA GLUCHOWSKA/GIUSEPPE/NICHOLAS REFALO

IO :

DAVID ORMAN

ENGLISH SYNOPSIS :

TECHNICAL VISUAL EFFECTS EXECUTION:
CREATING THE TRANSITIONARY EFFECTS OF THE OLDER HYUNDAI EXCEL INTO THE MODERN IONIQ 5 MODEL PRESENTED UNIQUE VFX CHALLENGES, REQUIRING MULTIPLE LAYERS OF COMPLEX CG SIMULATIONS TO REPRESENT THE DIFFERENT MATERIALS TRANSFORMING:
DUCO PAINT FLAKING INTO THE BREEZE, CRINKLING SHEET METAL PEELING LIKE ALUMINIUM FOIL, SEATS UNSTITCHING THEMSELVES THREAD-BY-THREAD, DASHBOARD VINYL SHRIVELLING AWAY, THE CAR-BODY MORPHING.
EACH ELEMENT REQUIRED MULTIPLE ITERATIONS OF LOOK-DEVELOPMENT TO FIND THE RIGHT VISUAL SIGNATURE FOR ITS MOTION.
THE DIRT ROAD AND SURROUNDING LANDSCAPE REQUIRED EXTENSIVE ENVIRONMENT EXTENSION WITH DIGITAL ALTERATIONS TO MAINTAIN A CONSISTENT SHOT APPEARANCE, ADDING 3D VEGETATION TO COVER UP SWATHES OF BARREN PATCHES.
A LARGE CLOUD OF DESERT CG DUST BEHIND THE CAR CRUISING THE OUTBACK WAS ADDED TO LEND AN EPIC FEEL TO THE HERO CAR’S EVOLUTION.
WITH ALMOST NO TWO SHOTS CONTAINING THE SAME VISUAL EFFECTS RECIPE, THIS SPOT STRETCHED TRADITIONAL VFX ARTISTRY.

ENGLISH CONTEXT EXPLANATION :

SET IN THE EPIC GRAPHIC AUSTRALIAN FLINDERS RANGES LANDSCAPE, A CLASSIC OLDER HYUNDAI EXCEL MODEL WHILE TRAVELLING DOWN A RUGGED DUSTY ROAD, DRAMATICALLY TRANSITIONS INTO THE ELITE HYUNDAI IONIQ 5 MODEL SMOOTHLY CRUISING A TARRED ROAD.

A YOUNG MAN DRIVING THE EXCEL RECOUNTS THE HYUNDAI LEGEND AND VISION BY ITS FOUNDER, A FARMER’S SON AND MECHANIC, WHO WAS DETERMINED TO ‘CHANGE THE WORLD’, DEFY THE ODDS AND FULFIL A DREAM AND CREATE A LEGACY OF EXCELLENCE AND SOPHISTICATION. THIS HYUNDAI EVOLUTION IS PHYSICALLY ‘BROUGHT TO LIFE’ AS THE OLDER EXCEL, WHILE IN MOTION, BIT BY BIT, FEATURE BY FEATURE, STARTS TO DRAMATICALLY MORPH EXTERNALLY AND INTERNALLY INTO THE MODERN IONIQ 5 MODEL: PARTS OF THE CAR CRINKLE, PEEL, SHATTER AND FLY OFF INTO THE AIR, INTERIORS UNSTITCH, STRUCTURES CHANGE, THE DASHBOARD MODERNISES IN FRONT OF OUR EYES: DEMONSTRATING HYUNDAI’S INNOVATIVE ACHIEVEMENTS AND COMMITMENTS.