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HYUNDAI | Engineering Story

Content Series


Twelve-part campaign to introduce tech innovations in the Elantra and Sonata.  Shooting on a stage with a limited footprint, we crafted custom LED elements to extend the scope of the set and give each entry in the campaign a distinct look.  In order to ensure maximum production efficiency on a tight timeline, we shot the entire campaign virtually in preproduction, dialing in a camera map that we then transferred to motion control cameras on set.


Creating a virtual version of the set to scale in pre-production allowed us to previsualize and get approvals for each shot of the 12-minute campaign prior to the shoot.  We arrived on set with the camera placement, focal length and focal distance of each shot pre-determined.  Using motion control cameras for our live action shoot, we were able to precisely replicate virtual camera specifications in the real world scenario.  Below are virtual previsualizations next to their live action counterparts.  


Director, Lead Design: Allen Colombo


Client: Hyundai

Senior Group Manager, Interactive Marketing: Tony Jaime

Digital Project Manager: Dannielle Fewster

Agency: Innocean Worldwide

Associate Creative Director: Tricia Ting

Copywriter: Brad Beerbohm

Brand Manager: Nick Corotan

Head of Production: Nicolette Spencer

Content Producer: Brad Johnson

Product Specialist: Charlie Ashby

Production Company: Haus

Executive Producer: Gina Hyers

Creative Director: Steed Griffin

Production Company: Effie Studios

Producer: Sarah Colombo

Production Supervisor: Rachel Ottenstein

Production Coordinator: Dana Kurth

1st Assistant Director: Haley Moffett

Director of Photography: Kevin Richey

Gaffer: Michael Garcia

Best Boy Electric: Mark Mann

Set Lighting Technician: Brian Mazur

Key Grip: Alex Klabukov

Best Boy Grip: Matt King

Motion Control Op: Chris Toth

1st Assistant Camera: Lorna Leslie

2nd Assistant Camera: Vanessa Morehouse

Custom Light Elements: Chris Covics/Lift Off

Project Manager: Brandon Angle

Art Director: Donald Biggs

DIT: Costa Ciminiello

Script Supervisor: Alexandra Lill

Office PA: Dylan DeLuca

Truck PA: Peter Robishaw

Set PA: Steve Hulse

Post-Production: Effie Studios

Editor: Ryan Thiel

Editor: JD Raimer

VFX and Pre-Vis Artist: Farbod Khoshtinat

VFX Artist: Rodrigo Dominguez

VFX Artist: Sebastian Gronemeyer  

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