HYUNDAI | Engineering Story

Content Series

Collaboration with my old friends and partners at Haus.  The challenge was to create 12 one-minute spots in 4 days, each spot with a different look. 

 

The solution was a modular set with custom light elements that could be re-configured into different looks spot to spot. 

Chris Covics' team at Lift Off engineered and fabricated the mobile and programmable LED panels.

 

We shot at Car Prep Studio in Fountain Valley.  Art Director Joey Biggs built a 30x18' wall with a recessed 15' column to anchor the variable set.

 

For scripts requiring driver interaction with the car, animator Sebastian Gronemeyer created holographic actors to motion track into the footage. 

 

 

 

To make the tight schedule work, DP Kevin Richey and I pre-visualized and storyboarded every shot to within an inch of its life with Cinema 4D wiz Farbod Khoshtinat.  Kevin and AD Haley Moffett then dialed the masterful shooting schedule down to the minute.

 

 

Using motion control cameras and macro lenses, we set out to explore the steel body and leather interiors like a landscape.

SONATA
ELANTRA

 

 

Client: Hyundai

Senior Group Manager,

Interactive Marketing: Tony Jaime

Digital Project Manager: Dannielle Fewster

 

 

Studio: Haus

Managing Director: Claudine Nichols

Executive Creative Director: Steed Griffin

Executive Producer: Gina Hyers

 

 

Agency: Innocean Worldwide

Associate Creative Director: Tricia Ting

Copywriter: Brad Beerbohm

Brand Manager: Nick Corotan

 

 

 

Production Company: Effie Studios

Direction: Allen Colombo

Producer: Sarah Colombo

 

 

Content Producer: Brad Johnson

Product Specialist: Charlie Ashby

Head of Production: Nicolette Spencer

Custom Light Elements:

Chris Covics/Lift Off

Art Director: Donald Biggs

 

 

Director of Photography: Kevin Richey

Motion Control Op: Chris Toth

1st AC: Lorna Leslie

2nd AC: Vanessa Morehouse

DIT: Costa Ciminiello

 

 

Script Supervisor: Alexandra Lill

Office PA: Dylan DeLuca

Truck PA: Peter Robishaw

Set PA: Steve Hulse

 

 

Gaffer: Michael Garcia

Best Boy Electric: Mark Mann

Set Lighting Technician: Brian Mazur

Key Grip: Alex Klabukov

Best Boy: Grip Matt King

 

 

Post-Production: Effie Studios

Editor: Ryan Thiel

Editor: JD Raimer

 

 

Production Supervisor: Rachel Ottenstein

Production Coordinator: Dana Kurth

1st Assistant Director: Haley Moffett

 

 

VFX and Pre-Vis Artist: Farbod Khoshtinat

VFX Artist: Rodrigo Dominguez

VFX Artist: Sebastian Gronemeyer