Hasta La Motion!

Hyundai UK is promoting the New Generation Hyundai i20 with “Open Your Eyes to Inspiration”, the latest in the “Inspiration Engineered” advertising campaign focused on creativity in the driving environment. Visual trickery combines street art and seasonal variety to provide a sense of delight in driving. “The great thing about inspiration is that once you open your eyes to it, you see it everywhere.” The Inspiration Engineered campaign was introduced in 2014 to promote engineering innovation used in the Hyundai ix35, i10 and i30 models.

Framestore was responsible for the visual effects. Most of the graffiti was applied temporarily to the walls, and with Flame used to weather it and make it look as if it had been there for months. In some cases the artwork couldn’t be applied directly, so Framestore made cut outs look as if they were painted right onto the wall. The giant woman looming over the junction was created in post.

Credits

The Hyundai Inspiration Engineered ad was developed at Innocean by executive creative director Jamie Colonna, creative directors Andy Wyton and Chris Kirk with agency producer David Shute.

Filming was shot by directors Dom & Nic via Outsider with producer John Madsen.

Visual effects were produced at Framestore by producer Kirsty Cleminson, Flame team Ben Cronin, Chris Redding, Darran Nicholson, Jack Fischer and colourist Steffan Perry.

Music is “Hard Equation” by Nerina Pallot, from her January 2014 EP The Hold Tight.