Hyundai has introduced a campaign for its IONIQ, a collection of all-electric vehicles aiming to revolutionize Australia’s transition into the electric era. The campaign was executed through Innocean Australia. In collaboration with director James Dive from Scoundrel, Innocean Australia crafted a fresh visual concept, utilizing LED light bars exclusively powered by the IONIQ’s ‘Vehicle to Load’ capability.
These specially designed LED bars were attached to the vehicles’ sides for the television commercial. As the cars move, they leave behind a distinct, customized light trail created by the moving LED bars.
The unique ‘light path’ of each IONIQ drew inspiration from its respective model, synchronized to dance in harmony with a rendition of the song “Tomorrow” from the musical Annie, covered by Stalking Gia.
The entire technique was captured on camera using a unique method created by Scoundrel and FIN Design + Effects. This method harnesses the latest advancements in long exposure filmmaking, enabling the creative team to push boundaries and refine elements beyond the capabilities of standard long exposure capture. Remarkably, this was achieved without relying on CGI, providing a way to manipulate and enhance elements that wouldn’t typically be feasible with a conventional long exposure setup.
Jenny Gulliver, Hyundai director of marketing, said “And the EV category is no different, with brands reflecting a cold, tech-focussed world that lacks humanity. Therefore, to differentiate ourselves, we needed to position IONIQ as an EV brand that brings optimism to the EV category.
“Emerging tech can now allow light trails to be whatever you can dream of. The principles are still the same, but these light patterns no longer require you to wave a torch about in the dark,” added Dive.
“Instead, a singular length of LEDs can now be pre-programmed with an image. The LED length then steps through the image one line at a time using a depth of 210 pixels on each side of the car. As the object moves, the programmed pattern is painted one line at a time.”