Broadcast News

Bookmark and Share

Rushes Continue To Think Big For Hyundai With New Commercial

Rushes has completed post on the latest commercial for the pan-European campaign initiated by Hyundai Motor Europe, for the i20 model.
Director of Photography John Pardue with Serious Pictures worked alongside M&C Saatchi Creative Director Graham Fink and Executive Creative Director Simon Dicketts to direct the commercial.
Second in a series for the new campaign, which was also posted at Rushes, this film continues with the theme utilising oversized objects and elements to illustrate the character of Hyundai.
With this latest commercial, the car model shows off its design by juxtaposing a giant Phillipe Starck lemon squeezer positioned within the driving environment of the car. It then goes on to display its roominess with a giant shell that appears as a road tunnel and finally, the image of a giant butterfly to represent the car's grace and movement.
Rushes' Digital Matte Painter Alex Jenyon and Lead Compositor Matt Jackson produced concept stills for the layouts of the giant shell and giant tree and, once approved, created 3D models of the shell and matte painting for its textural elements to integrate it into the film's landscape.
Digital matte painting elements for the city and the tree were created and supplied to Rushes' VFX Artist Adam Watson, who then created the 3D movement, compositing layers and adding photorealistic detail to create a realistic landscape. Rushes' Animator Craig Travis modelled, textured and rigged the butterfly with additional texture painting from Alex Jenyon and also created models for the squeezer and lime.
Craig Travis also animated the butterfly for the sequences. These were tracked into the live action and supplied to Flame for final compositing. Jackson and Watson undertook all the fine compositing for all animation over two weeks with two Flames to create a beautifully crafted commercial.
The commercial was produced by Deirdre Allen and Paul McNally at Serious Pictures and is due to air in the UK on January 15.
Solidmate Ltd Memory Card Hire London

Top Related Stories
Click here for the latest broadcast news stories.

NEP Norway Appoints Managing Director In Oslo
NEP Norway has announced that Morten Aass has joined its organisation, based in Oslo, as managing director, effective immediately. NEP Norway is a div
New Director's Finder For Full Format Now Available
The new Ultimate Director's Finder for Full Format is now available to order. The new full format viewfinder is an ergonomically designed optical view
Mark Cooke From Ross Promoted To Director Of Sales For Asia
Ross has announced announce that Mark Cooke has been promoted to the role of Director of Sales for Asia. Mark joined Ross in 2014 as a Solutions Archi
Bubble Agency Appoints Account Director
Bubble Agency has appointed Laura Cabarcos as an Account Director. During Laura's eight years of PR agency and communication consultancy experience, s
Clear-Com Appoints Director Of Sales For The Asian-Pacific Region
Clear-ComĀ® has appointed Peter Fong as the new Director of Sales for the Asia-Pacific region. With system sales and a customer base that continues to
Dalet Appoints Director Of Global Product Marketing
Dalet has appointed Bea Alonso to Director of Global Product Marketing. With strategic oversight of Dalet's expanded product marketing team and techno
PMC Names Peter Thomas As Managing Director
PMC owner and chairman, Peter Thomas, will assume the role of Manager Director, following Tim Ireland departure from the British loudspeaker manufactu
Production News : ITV Appoints Director Of Advanced Advertising
ITV has appointed Rhys McLachlan as its new Director of Advanced Advertising. McLachlan was previously Head of Global TV Strategy at Amobee, the globa
Production News : The Garden Appoints Director Of Programmes
The Garden, part of ITV Studios, has appointed Nicola Brown as Director of Programmes. Brown will join Chief Executive Magnus Temple, Chief Creative O
Gravity Media Appoints Acting Managing Director
Gravity Media has promoted Ed Tischler to the position of Acting Managing Director. In the new role, Ed will be responsible for the strategic directio
Production News : Twofour Appoints Director Of Development
Twofour has appointed Natalie McArdle as its Director of Development. One of the most creative and respected development executives in the business, N
Atlona Promotes Thorsten Goecke To Director Of Sales For EMEA
Atlona, a Panduit company, has promoted Thorsten Goecke to Director of Sales for Europe, the Middle East and Africa (EMEA). Based in Munich, Germany,
Utah Scientific Announces New Director Of Product Development And Technical Marketing
Utah Scientific has announced the appointment of John Schilberg to the position of director of product development and technical marketing. In this ro
LYNX Technik Appoints Director Of Sales
LYNX Technik AG has appointed Daniel Kubitza as Director of Sales. In this position, Daniel will leverage his extensive broadcast industry background
Panasonic Projects Big Things Following UK Rental Event
Panasonic has hosted an event for the UK rental and staging industry, where it showcased the new PT-RZ21K 3-chip DLP projector for the first time in t