SUPER BOWL: PUBLICVFX LAUNCHES WITH HYUNDAI PACKAGE
The Hyundai campaign is narrated by actor Jeff Bridges and was directed by Noam Murro and Tim Godsall of Biscuit Filmworks for Innocean Americas, Hyundai’s Irvine-based agency.
10 Years/Favre features the famous quarterback — now age 50 —conducting interviews at his locker, still unsure of his retirement plans. In his hands he holds the MVP trophy, which features a hologram of him in action. The spot promotes Hyundai’s 10 Year Protection Plan, with Bridges providing a voiceover that reminds viewers, “We don’t know what things will be like in 10 years, but we can assure you that your Hyundai will be covered.”
Body Pass was shot at the manufacturer’s plant in Montgomery, Alabama, where workers are shown carrying a Hyundai Sonata throughout the plant. It underscores how every employee is in charge of quality, making the car feel as if it were hand-built. Public created a CG version of the Sonata.
Set to classical music, Paint Sonata highlights the robotic paint process lavished on each Hyundai model at its plant. And Luxury plays off of Hyundai’s affordable price point and style. The spot features photorealistic CG elements and compositing by Public.
Public’s co-owner and creative director Tony Smoller provided on-set supervision for the campaign’s 12-day Los Angeles shoot, as well as for the five days spent at the plant in Alabama. The studio used Autodesk Maya and Flame, along with Side Effects Houdini and SynthEyes camera tracking and stabilization. The entire campaign was edited at Spot Welders.
Public also worked on the new Dodge campaign directed by Mark Romanek of Anonymous for Wieden + Kennedy, which debuted during the Super Bowl.