Rushes Think 'Big' For Hyundai

Director John Pardue for Frivolous Films at Serious Pictures, shot and lit the latest commercial for the pan-European campaign initiated by Hyundai Motor Europe with M&C Saatchi Executive Creative Director Simon Dicketts.
The commercial follows four of Hyundai's latest models in a series of environments which reflect the emotional facets of the vehicles and the Hyundai brand. The love action sets the cars against epic landscapes and in each vignette - 'Harmony', 'Precision', 'Trust' and 'Imagination' - giant objects are used to highlight the emotional facets of each design.
For the 'Harmony' vignette, a giant violin was added to a lake reflection, a sequence created using separate elements of violin, mountain and lake shot as separate digital matte painting elements. This was then composited by Rushes' VFX Artist Matt Jackson.
In 'Precision', giant compasses represent pilons on the landscape that drift into the distance, computer generated by Rushes' 3D Animators Craig Travis and George Barbour.
For 'Trust', a giant teddy bear was composited and for the 'Imagination' vignette a glass chandelier was computer modelled and matched to the scene with interactive lighting by Craig Travis.
Final compositing was completed by Rushes' VFX Artists Matt Jackson and Emir Hasham.
Further information is available at: www.rushes.co.uk.
(KMcA)