HYUNDAI | Engineering Story

Agency: Innocean

Studio: Haus

Production Company: Effie Studios

Full campaign

Dynamic tours of the Hyundai Elantra & Sonata. The Challenge: Create distinct looks for each of the 12 parts of the tour on a single stage. Our Solution: Build a modular set with moveable LED elements that could be reconfigured for each segment.


Setting the Stage: In order to ensure maximum production efficiency on a tight timeline, we shot the entire campaign virtually in preproduction, dialing in a camera map that we then transferred to motion control cameras on set. First our team designed and built a 30-foot wall with a recessed light element.  We then commissioned the fabrication of custom programmable LED panels that moved and rotated shot to shot. We synced these light panels to computer controlled camera moves, which we tested in virtual simulations before shooting. 


The Result: 12 distinct set looks and 15 minutes of content shot in four days with our dialed-to-the-minute schedule.