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Translating the feeling of driving a car that is higher than most into a powerful visual metaphor.
Role
Art Director
Agency
Innocean Berlin
Client
Hyundai Bayon
People like driving SUVs because of how big and empowered they feel behind the wheel. Sitting a bit higher gives you a better perspective of the road ahead and the world around you. And that’s a great feeling to have.
To launch the all-new Bayon - Hyundai’s first compact SUV - we translated the feeling of driving a car that is higher than most into a powerful visual metaphor.
“That’s the feeling”
To create a visceral feeling of height, we built a gallery space from scratch and covered the floor with hundreds of HD LED panels, where a 3D city was projected.
99% of the magic was done in-camera to maximize the sensorial aspect of the installation and, most importantly, to keep it as real as possible.
Recognition: AdStars Festival: Finalist
Featured on Little Black Book, Shots, Mediashotz, and more.
