Hyundai i20: Going Places

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TVC: Design, Art Direction, Animation, Compositing (After Effects)

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Finalist: AEAF Awards 2011
Finalist: Create:Design Awards 2011

The Lab Sydney was approached early in the pitch stage for this TVC by Director Dael Oates from Prodigy Films. With style frames worked up by the CD, I took over as Design Director to lead and oversee the creation and animation of “Fuel Gauge world”, and other design elements worked on by the design team to feature in the other worlds that the i20 drives though on it’s journey.

The TVC promotes the idea that a young person’s lifestyle is enabled by their car, and so the design incorporates those things that younger people enjoy, and links them with the car in one of four graphic environments that shift and change with the music. The activities and environments had to show off the styling of the car, while still allowing the i20 – the only realistic element in the TVC – stand out.

Environments were designed and built in a number of packages with a number of artists. For Example, Eco world used Maya and Nuke, while Fuel Gauge world was entirely designed and built in After Effects.
Design elements included animated speaker textures passed to 3D to build Speaker world, pop-art style textures, animated graphic elements for the tunnel sequence, and sketch-style product highlight frames for the interior of the car.

In each case, the i20 was lit on set with the final design of each location firmly in mind. Shot partly on the Sony F35 and partly as motodrive stills (interior of the car), the final piece is graphical, vibrant, and and high energy, captivating and dynamic – much like the i20 itself.

Credits:

Director:
Dael Oates
Agency:
Innocean
Production Company:
Prodigy Films
VFX Supervisor:
Marcus Bolton
Creative Director:
Garry Jacques
Design Director:
Scott Geersen
Design:
Scott Geersen, Jessica Morgan, Ben Crick, Chris Cooper
Animation/Compositing:
Scott Geersen, Jessica Morgan (After Effects)
Compositing:
Marcus Bolton (Flame), Bertrand Polivka (Nuke)
3D:
Clinton Downs, Kanin Phemothayin, Ferry Taswin, Peter Kober
Colourist:
Vincent Taylor

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