SHELL

TitleSHELL
ClientHYUNDAI
Product / ServiceELANTRA
CategoryA08. Cars & Automotive Services
EntrantINNOCEAN 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

Brief Explanation

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.

Credits

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