| Title | SHELL |
| Brand | HYUNDAI |
| Product / Service | ELANTRA |
| Category | A08. Cars & Automotive Services |
| Entrant | INNOCEAN WORLDWIDE AUSTRALIA North Sydney, AUSTRALIA |
| Entrant Company: | INNOCEAN WORLDWIDE AUSTRALIA North Sydney, AUSTRALIA |
| Advertising Agency: | INNOCEAN WORLDWIDE AUSTRALIA North Sydney, AUSTRALIA |
| Production Company: | PRODIGY Sydney, AUSTRALIA |
| Name | Position |
|---|---|
| Scott Lambert | Creative Director |
| Robin Feiner | Copywriter |
| Guy Collins | Art Director |
| Tania Templeton | Agency Producer |
| Tim Hiley | Account Supervisor |
| Alex Pinsuti | Advertiser's Supervisor |
| Luke Copeland | Producer |
| Brent Bonacorso | Director |
| Alexandre De Franceschi | Editor |
| Antony Partos | Sound Design/Arrangement |
| Animal Logic | Post Production |
| Animal Logic | Animation |
| Composed | Music |
| John Larkin | Account Manager |
| Kathy O'connor | Planner |
| Daniel Ardilly | Cinematographer |
| Daniel Ardilly | Director Of Photography |
| Guillotine | EditingCompany |
| Vfx Director: Jesse Bradstreet - Animal Logic | Other Credits |
The Elantra is disassembled by a complex, robotic machine to reveal a smaller car inside. The concept being "All the things you expect of a big car, now inside a smaller one." Created by Innocean Australia, the new campaign showcases the distinctive styling of the Elantra which has all the features and space usually found in a big car, in a smaller package. The TVC combines footage of the car with a computer generated robot that unveils 'Russian Doll' style, a smaller car in a bigger shell. To reveal the car piece-by-piece, 18 mechanical arms were designed, engineered, and animated to transform an ornate ceiling decoration into complex robotic apparatus in a matter of seconds.