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Creative

JAMM Brings VFX to Hyundai’s Super Bowl Spot 'The Elevator'

Actor Jason Bateman stars in the game day ad from INNOCEAN USA

JAMM Brings VFX to Hyundai’s Super Bowl Spot 'The Elevator'

JAMM Santa Monica, the artist-driven creative studio, lends its talents to Hyundai’s comedic Super Bowl ad “The Elevator.” Created by INNOCEAN USA and directed by Jim Jenkins of O Positive, the lighthearted 60-second commercial features award-winning actor, director and producer Jason Bateman.

In the spot, Bateman stars as an elevator operator in a building full of life’s best and worst experiences. When a happy couple explains they are going car shopping, the elevator descends, stopping on floors where much-dreaded activities are portrayed, like getting a root canal, serving jury duty, and enduring a six-hour flight in the middle seat.

The elevator door opens onto each vignette and other passengers reluctantly step off, before Bateman and his remaining riders reach the “Car Shopping” level, a car lot with blaring music and inflatable "air dancers." After realising the couple used the Shopper Assurance program, Bateman cranks the elevator upwards to the pristine top floor where they are greeted by their brand-new Hyundai Palisade.

The JAMM crew was brought on board early, working closely with director Jim Jenkins to conceptualise the shoot. Using set extensions allowed them to marry the shots from within the elevator to the various environments it passes through before the door closes and the elevator continues its journey.

“Having worked with JAMM once before on a very CG-heavy Hyundai global project, we had full confidence that they were the perfect partners for our Super Bowl spot,” said Jeff Bossin, INNOCEAN USA’s Group Creative Director. “JAMM seamlessly married our multiple practical sets with CG elements, which was essential to taking the look of the film to the next level. The end results were stunning.”

JAMM rebuilt the rotating elevator sign announcing each awkward scenario entirely in CG, and also enhanced the look and feel of the lift itself. Originally constructed of wood, the team rotoscoped specific areas of the elevator’s interior so these details would be given a rich bronze finish and appear more luxe. Then the team executed secondary colour correction to give the elevator scenes a cohesive polished feel. On the contrasting side, JAMM intensified the desolate car lot’s unappealing nature by adding garish signs, along with trash and dust elements blowing in the wind.

At last, when the passengers arrive at the Hyundai dealership, the grand white room is a “car heaven” that exists in stark contrast to the previous environments. JAMM created the CG colour background and intensified the architecture to make the location feel glorious and heavenly. Adding the perfect VFX luster to lift the visuals above the mundane, JAMM brings its artistry to help show Super Bowl viewers how much better car buying can be with Hyundai Shopper Assurance.

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Music

Creative Director: Ben Einziger, Tim Adams

Managing Director: Scott Cymbala

Music Company: Massive Music

Producer: Kiki McDaniel

Offline

Edit Assistant: Josh Miller

Edit Company: Arcade Edit

Editor: Geoff Hounsell

Executive Producer: Crissy De Simone

Head of Production: Kirsten Thon-Webb

Managing Director: Damian Stevens

Senior Producer: Adrienne Tararin

Post Production / VFX

CG Artist: Fred Hopp

Colour Company: Company 3

Colourist: Dave Hussey

Colour Producer: Gabriel Wakeman

Executive Producer: Asher Edwards

Flame Artists: Jake Montgomery, Miles Essmiller, Mark Holden

Post Production Company: JAMM Visual

Producer: Ashley Greyson

VFX Supervisor: Brian Hajek

Production Company

Casting: Envision Studios

Director: Jim Jenkins

DOP: Trent Opaloch

Executive Producer: Marc Grill

Head of Production: Devon Clark

Production Company: O Positive

Production Supervisor: Sameet Patadia

Sound

Assistant Engineer: Peter Lapinski

Audio Mix: Lime Studios

Executive Producer: Susie Boyajan, Susie Boyajan

Senior Audio Mixer: Mark Meyuhas

Sound Company: LSD

Sound Design: Michael Anastasi / Kai Paquin

Client

Advertiser: Hyundai Motor America

Chief Marketing Officer: Dean Evans

Clients: Executive Coordinator, Marketing and Communications

Creative Agency

Associate Creative Director: Brook Boley, Carrie Talick

Associate Director, Business Affairs: Lisa Nichols

Brand Director: Bryan Di Biagio

Brand Manager: Christy Butler

Business Affairs Manager: Delores Martin

Content Producer: Devondra Dominguez

Creative Agency: INNOCEAN USA

Creative Director: Ryan Scott

Executive Creative Director, VP: Barney Goldberg

Group Brand Director: Mike Braue (VP)

Group Creative Director: Jeff Bossin

Head of Brand: Angela Zepeda (SVP)

Head of Content Production: Nicolette Spencer (VP)

Head of Strategic Planning: Kimberly Bates (SVP)

Media: SVP, HMA Media

Planning Director: Tim Anderson

PR: David Thalberg

Project Management: Suzanne Cheng

Project Manager: Joy Simmons

Senior Producer: Melissa Moore

Traffic: Broadcast Traffic Supervisor

Traffic Manager: Valerie Neibel

Category: Automotive , Cars

Genre: Comedy , Dialogue , People , Visual VFX