‘The IONIQs become a symbol of optimism’: Hyundai and Innocean play with light patterns in new spot
As the electric vehicle (EV) market continues to grow, Hyundai is showcasing its IONIQ range, teaching Aussies how to move into the electric era, via a campaign from Innocean Australia.
The brand platform, ‘Tomorrow looks good’, aims to offer a positive outlook on the future, according to Hyundai.
Innocean collaborated with Scoundrel director James Dive on the campaign, to develop a new visual aesthetic, with LED light bars powered by IONIQ.
In the spot, LED light bars are strapped to the sides of the vehicles and every time a car drives, a customised light trail is left behind.
“The filmic approach was to push the visual technique of light painting,” said Dive.
“Emerging tech can now allow light trails to be whatever you can dream of. The principles are still the same, but these light patterns no longer require you to wave a torch about in the dark. Instead, a singular length of LEDs can now be pre-programmed with an image. The LED length then steps through the image one line at a time using a depth of 210 pixels on each side of the car. As the object moves, the programmed pattern is painted one line at a time.”
The new range hopes to revolutionise the way Australians transition to electric mobility, according to Hyundai’s director of marketing, Jenny Gulliver.
“Research shows there is a growing uncertainty about the future, with many people concerned that innovation and technology is leading us down an isolated, disconnected path,” she said.
“And the EV category is no different, with brands reflecting a cold, tech-focussed world that lacks humanity. Therefore, to differentiate ourselves, we needed to position IONIQ as an EV brand that brings optimism to the EV category.”
Creative director at Innocean, Dave Varney, concluded: “Wherever there’s an IONIQ there’s a bright future nearby. By merging the technique of light trails with the tech of the pixel stick, the IONIQs become a symbol of optimism.
“It was an interesting process not really knowing how it was going to turn out. Even on set we had no way of knowing how it would look but the result is amazing.”
The campaign will roll out on TV, digital, cinema and OOH.
Credits:
Hyundai Motor Company Australia
Jennifer Gulliver – Director of marketing
Alex Pinsuti – Head of market & brand product
Emily Melinz – Brand specialist
YouRhee Sung – Brand and product marketing coordinator
Innocean Australia
Wez Hawes – Executive creative director
Dave Varney – Creative director
Damon Porter – Creative director
Georgie Parchet – Copywriter
Lachlan Rotherham – Art director
Michael Macgregor – Design lead
Renata Barbosa – Head of production
Dave Anlezark – Content editor
Vincent Pled – Senior account director
Chiara Marotta – Account director
Michelle Livni – Account director
Adam Hosfal – Managing partner
Jasmin Bedir – CEO
Gual Barwell – Chief strategy officer
Lucas Black-Dendle – Strategy director
Production company: Scoundrel
James Dive – Director
Adrian Shapiro – Executive producer
Morgan Benson-Taylor – Producer/associate executive producer
Shelley Farthing-Dawe – DOP
Eat the Elephant – Lighting tech
Beth Ryan – Production designer
Adam Wills – Offline editor
Cream – high-end retouching & CGI
Pieter Owen – Senior retoucher
Lee Turner – Senior retoucher
Rozanna Bigeni – Creative producer
Photography
Photoplay Photography
Michael Corridore
Wellcom creative production
Jake Condon – Integrated producer
Kim Garraway – Integrated producer
FIN Design + Effects – VFX
Jesse Meha and Stephanie Pocklington – VFX supervisors
Emily Newbould – VFX producer
Alastair Stephen – Head of VFX/executive producer
Fergus Rotherham – Colourist
Rumble Studios
Tone Aston – Lead sound designer
Sean Wilkinson, Cam Milne – Sound designers
Michael Gie – Sound executive producer
Music
Level Two Music – Music Supervision
Stalking Gia ‘Tomorrow’
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Dave Varney
electric vehicle
EV
Hyundai
Innocean
Innocean Australia
James Dive
Jenny Gulliver
Scoundrel
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