MassMarket & Hyundai in Piccadilly Circus
MassMarket has created three spots for its Outdoor campaign in London’s Piccadilly Circus. The three spots - "Olympics", "Postcards" and "Santa Fe" - show the Hyundai i30 as it journeys across the globe, and the UK in the campaign conceived by Seoul-based agency Innocean Worldwide.
In “Olympics,” a Hyundai i30 is sent on a seamless journey around the world in a day, traversing various countries’ landmarks throughout its travels.
“We loved the idea that the car would leave from New York City and visit multiple landmarks on its journey to London,” Managing Director Jay Lichtman said. “Our team built stylized backgrounds that included the most recognizable monuments of each country and the word ‘welcome’ in multiple languages as a 3D element in the different environments.”
For “Postcards”, the Hyundai i30 is prominently featured as it glides from one postcard onto the scene of another. “We wanted to make this graphically interesting while highlighting the features of the car,” Lichtman added. “It’s as if the driver is sending postcards from their trip, but everything centres on the car.”
This technique also allowed a flexible graphic vocabulary, adding the element of surprise as the car transitions from day to night and backgrounds switch from one scene to another.
“Santa Fe,” the third spot debuting at Piccadilly Circus, focuses on dynamic dissections of Hyundai’s Santa Fe SUV. MassMarket’s 2D and CG teams worked tightly together to craft particle streams that break up and reassemble the vehicle from different perspectives.
Credits
Hyundai "Santa Fe"
Agency: Innocean Worldwide / Planet V
Agency Location: Seoul Korea
Agency EP: Han Jin Kim
Agency Producer: Hee Sun Park, Chang Woo Seo
Agency Creative Director: Kyu Rhee
Production Company: MassMarket
Production Company Location: New York
Director: Andreas Berner
Executive Producer: Jay Lichtman
Producer: Marcus Lansdell
Lead Technical Director: Frederico Phillips
Lead Compositor: Adam Flynn
3D Artist(s): Frederico Phillips, Entae Kim, Andreas Berner, Ieva Sauciunaite, Miguel Salek
Designers: Sean Martin, Colin Hess
Storyboard Artists: David Zung,
Compositor(s): Brendan Fitzgerald
Hyundai "Postcards"
Agency: Innocean Worldwide / Planet V
Agency Location: Seoul Korea
Agency EP: Han Jin Kim
Agency Producer: Hee Sun Park, Chang Woo Seo
Agency Creative Director: Kyu Rhee
Production Company: MassMarket
Production Company Location: New York
Director: Jens Mebes
Executive Producer: Angela Bowen
Producer: Marcus Lansdell
Lead Technical Director: Entae Kim
Lead Compositor: Fred Kim
3D Artist(s): Entae Kim, George Smaragdis, Danka Chiang, Kitty Lin, Russ Wootton, Dave Chen, Cedric Gousse
Matte Painter: Ian Cox
Illustrators: Bryce Wymer, Danka Chiang
Designers: Sean Martin, Ian Cox
Storyboard Artists: Glenn Urieta, Ben Chan
Compositor(s): Adam Flynn, Hyunjeen Lee
Hyundai "Olympics"
Agency: Innocean Worldwide / Planet V
Agency Location: Seoul Korea
Agency EP: Han Jin Kim
Agency Producer: Hee Sun Park, Chang Woo Seo
Agency Creative Director: Kyu Rhee
Production Company: MassMarket
Production Company Location: New York
Director: Andreas Berner
Executive Producer: Angela Bowen
Producer: Marcus Lansdell
Lead Technical Director: Entae Kim
Lead Compositor: Adam Flynn
3D Artist(s): Entae Kim, Andreas Berner, Danka Chiang, Ieva Sauciunaite, Dan Gregoras, Russ Wootton, Dave Chen, Michael Shin, Kitty Lin,
Designers: Dan Gregoras, Sean Martin, Ian Cox, Federico Saenz Recio,
Storyboard Artists: Glenn Urieta, Carlos Ancalmo, Ben Chan
Compositor(s): Fred Kim, Hyunjeen Lee
