Big money

John Pardue, director and DOP at Serious Pictures, has completed a third ‘giant’ commercial for Hyundai

hyunndai_iseries_4Posted at Rushes, the pan-European campaign highlights Hyundai’s new car range – in this commercial the spotlight is on the i30 model.

It continues the theme of giant imagery established in the previous commercials, where large unexpected objects are juxtaposed within the environment to underline the emotional attachment we make with our cars. Perhaps unsurprisingly this commercial switches the emotional focus to value for money.

hyunndai_iseries_1The i30 approaches a roundabout where a large, modern architectural glass sculpture of a Euro sign dominates. Driving shots are juxtaposed against and refracted through the Euro sign which was created by Rushes’ Craig Travis using Maya and Renderman, with VFX Artist Matt Jackson carrying out clean up and compositing to the Euro on all driving shots.

hyunndai_iseries_2The commercial, produced by Deirdre Allen and Paul McNally at Serious Pictures, has aired across European Union countries since the beginning of May. Rushes are currently working on a UK version of the ad.

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Title: ‘Big’
Client: Hyundai Motor Europe
Director: John Pardue
Producer: Paul McNally, Dierdre Allen
Production Company: Serious Pictures
Agency: M&C Saatchi
Agency Producer: Estella Alvares
Agency Executive Creative Director: Simon Dicketts
Postproduction: Rushes
Editor: Ray Stevens
Telecine: Martin Southworth
VFX: Matt Jackson
Lead Animator: Craig Travis,
Animation: George Barbour, Alan Williamson
Matte Painting: Alex Jenyon
Rushes Producer: Carl Grinter

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