M&C Saatchi and Pulse directing duo thirtytwo worked with Rushes on some unique post requirements for their new Hyundai spots – the post house’s second campaign for the company that boasts the largest integrated car manufacturing facility on earth.
This facility becomes the backdrop of the beautiful and dramatically shot spots that appear to follow the extreme care, attention and expertise taken at every stage of the concept, design and manufacturing of Hyundai’s latest model. The ad’s twist comes with a reveal at the end that what we’ve actually been given an insight to, is the process Hyundai takes in the building of their car manufacturing robots - if they take such care in making these, imagine the precision that goes into the cars themselves.
The CG commercials team helped realise a slightly more stylish manifestation of these robots by taking design cues from the Hyundai car range as an influence in their design and using multiple engineering references to develop the mechanical detailing.
Rushes’ Director of Colour Grading Simone Grattarola graded the 35mm shot project in Resolve working closely with thirtytwo: ‘We took our references of colour from the blues from the interior lighting and the yellow of the spray paint. We punctuated the rest of the commercial with these colours without anything seemingly too graded or forced. As is always the case with the guys, this was an enjoyable and creative experience’
In Flame, Senior VFX Op Jonny Hicks carried out clean-up work on the live action and composited the robot CGI into these plates. The 30” advert and its accompanying 50” web film hit our screens on 27th July.