Title | HYUNDAI SANTA FE_ONE DAY AT CONSTRUCTION SITE |
Brand | HYUNDAI MOTORS |
Product / Service | SANTA FE |
Category | A12. Achievement in Production |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Media | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production | PLANIT PRODUCTION Seoul, SOUTH KOREA |
Production 2 | ADDICT MEDIA FILMS Seoul, SOUTH KOREA |
Production 3 | EDITIN Seoul, SOUTH KOREA |
Production 4 | SUBMARINE9 Seoul, SOUTH KOREA |
Production 5 | AUDIOLAB Seoul, SOUTH KOREA |
Production 6 | SOLID VFX CO Seoul, SOUTH KOREA |
Production 7 | THE NETWORK PRODUCTIONS Cape Town, SOUTH AFRICA |
Production 8 | RADIO FILM Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Hyejin Won | INNOCEAN Worldwide | Executive Creative Director |
Tae Young Kang | INNOCEAN Worldwide | Copywriter |
Jiyoung Sim | INNOCEAN Worldwide | Copywriter |
Jaeseok Lee | INNOCEAN Worldwide | Art Director |
Cheol Won Park | INNOCEAN Worldwide | Art Director |
Min Jung Suh | INNOCEAN Worldwide | Art Director |
Hyun Chul Lim | INNOCEAN Worldwide | Art Director |
The key idea is that a risky situation can help to highlight product’s stability and safety. In construction site, an architect decides to drive on an exciting way. Santa Fe uses Panorama Sunroof and rides on the slate. It finds out the center by the Around-View monitor and comes down. Then, it avoids construction materials with BSD, smoothly drives out of a dark cylinder with DBL system. At last, Santa Fe arrives at the ground but it breaks a firefighting-valve, splashing water blurs the front view. At the moment, SCC stops it from going ahead. In the last scene, Santa Ge leisurely leaves the construction site. It appeals the most stable driving of Santa Fe through ‘Never Stop Driving’.
The client wanted to shows various functions of Santa Fe in TVC. Many other cases, when client wants to say lots of messages, the way of rational and boring explanation was easily chosen. However, this campaign was focusing on creative visual. On the process of making the film, it was rather difficult to create exquisite motions of the vehicle with live action and 3D effects.