Where do you go once you’ve reached the top? That’s the question that Hyundai tackles in its dynamic new campaign, which pays tribute to the award-winning identity of the one of its most successful vehicles.
To promote the launch of its new and improved i30 model, the automotive giant teamed up with INNOCEAN Worldwide Australia, Collider, and boutique design and VFX house, Fin, to create ‘Fall’.
Directed by Daniel Askill – the mastermind behind the Grammy-nominated music videos, Chandelier and Elastic Heart, for Sia – ‘Fall’ harnesses Askill’s trademark stunning visuals, which work in perfect harmony with Fin’s VFX, to dramatic effect.
Expertly combining practical filming and CGI, the action-packed film follows the previous Hyundai model plunging to earth from the edge of space. Drawing on real footage captured on location by a skydiving team, the dramatic imagery required extensive previsualisation from boutique design and VFX house, Fin. Home of Australia’s most highly-awarded team of VFX artists, designers, and producers, it worked closely with Askill on the post-production-heavy spot.
Gripping shots of the falling car were achieved through a combination of full CGI and shots of a real i30 suspended by a crane. The car was then rotoscoped and dropped into one of the falling skydiving plates, seamlessly marrying the two elements together.
The stunning moment of impact was powered by explosives and tennis balls filled with dirt and captured high-speed in 1000-frames-per-second; the in-camera shots were then tuned extensively in compositing.
Rather than grading footage in one big session, Fin opted to grade in Flame with the option of being able to constantly adjust the look in line with the evolution of the creative. Initial colour tests were carried out with Askill as a conceptual reference, then applied to every shot as the final composites were completed, resulting in a beautiful overall finish.
Fall is now live and runs across all channels including Online, TV, Cinema, Digital, Print, and Outdoor.
Brand: Hyundai Australia Motor Car Company
Director of Marketing: Oliver Mann
Agency: INNOCEAN Worldwide Australia
ECD: Steve Jackson
Creative Team: Daryl Corps & Dave Shirlaw
Campaign Creative: Steve Carlin, Dean Hamilton, Dave King
Film Producer: Jacqui Walker
Production Director: Warrick Nicholson
Production Company: Collider
Director: Daniel Askill
Post / VFX: Fin Design + Effects
Sound & Music: Nylon Studios