Hyundai – Luxury Sedan Global Launch
Marrying bespoke runway fashion with precision automotive aerodynamics inside a brutalist aviation hangar.
The Vision
Hyundai required a global launch film to announce the redesign of their flagship sedan. The goal was to pivot the brand into an avant-garde luxury space, blending architectural lighting, couture styling, and dynamic speed.
We avoided conventional empty mountain road tropes in favor of an industrial aircraft hangar with razor-sharp raking sunlight and high-contrast shadow geometry.
The Execution
Using a high-speed Technocrane on motorized dollies, our team orchestrated continuous kinetic movements synchronizing the sprint of the protagonist with the acceleration of the crimson sedan.
For post-production, we developed a proprietary LUT in DaVinci Resolve that protected the deep crimson vehicle coat while pushing specular reflections into pure crisp highlights.
Campaign Impact
Commercial performance and critical acclaim across key automotive markets