The electric vehicle revolution is underway, and Hyundai is at the forefront with the launch of the IONIQ range, a series of all-electric vehicles set to redefine Australia’s transition into the electric era. Innocean Australia spearheads the new campaign, introducing an innovative visual approach to highlight the positive future outlook associated with the IONIQ brand platform, aptly named ‘Tomorrow looks good.’
Partnering with Scoundrel director James Dive, Innocean Australia has crafted a distinctive visual aesthetic employing LED light bars powered by the IONIQ’s ‘Vehicle to Load’ capacity. These LED bars, affixed to the sides of the vehicles in the TV commercial, create a bespoke light trail with every forward movement of the cars.
Each IONIQ model’s unique ‘light path’ is intricately choreographed to synchronize with a Stalking Gia cover of the song “Tomorrow” from the musical Annie. The in-camera capture of this technique utilizes a method developed by Scoundrel and FIN Design + Effects, leveraging the latest aspects of long exposure filmmaking while allowing for creative adjustments without resorting to CGI.
Jenny Gulliver, Hyundai’s Director of Marketing, emphasized the need to differentiate IONIQ from the typical cold and tech-focused portrayal of the electric vehicle category. The campaign positions IONIQ as an optimistic brand, countering concerns about an isolated and disconnected future by infusing humanity and positivity into the electric vehicle landscape.
James Dive described the filmic approach as an exploration of the visual technique of light painting, utilizing emerging technology that enables pre-programmed LED patterns to paint images one line at a time as the object moves. This technique replaces the traditional method of waving a torch in the dark.
Dave Varney, Innocean Creative Director, expressed the symbolic significance of IONIQ, stating that wherever there’s an IONIQ, a bright future is nearby. Merging light trail techniques with pixel stick technology, the IONIQs become a symbol of optimism, embodying a bright future.
The campaign encompasses a TV commercial and extends its presence across digital, cinema, and out-of-home media channels. The unique and visually striking approach aims to reinforce the positive narrative surrounding IONIQ’s contribution to the evolving landscape of electric vehicles.
Hyundai Motor Company Australia
Jennifer Gulliver – Director of Marketing
Alex Pinsuti – Head of Market & Brand Product
Emily Melinz – Brand Specialist
YouRhee Sung – Brand and Product Marketing Coordinator
Innocean Australia
Wez Hawes – Executive Creative Director
Dave Varney – Creative Director
Damon Porter – Creative Director
Georgie Parchet – Copywriter
Lachlan Rotherham – Art Director
Michael Macgregor – Design Lead
Renata Barbosa – Head Of Production
Dave Anlezark – Content Editor
Vincent Pled – Senior Account Director
Chiara Marotta – Account Director
Michelle Livni – Account Director
Adam Hosfal – Managing Partner
Jasmin Bedir – CEO
Gual Barwell – Chief Strategy Officer
Lucas Black-Dendle – Strategy Director
Production Company: Scoundrel
James Dive – Director
Adrian Shapiro – Executive Producer
Morgan Benson-Taylor – Producer/ Associate Executive Producer
Shelley Farthing-Dawe – DOP
Eat the Elephant – Lighting Tech
Beth Ryan – Production Designer
Adam Wills – Offline Editor
Cream – High-end Retouching & CGI
Pieter Owen – Senior Retoucher
Lee Turner – Senior Retoucher
Rozanna Bigeni – Creative Producer
Photography: Photoplay Photography
Michael Corridore
Wellcom Creative Production
Jake Condon – Integrated Producer
Kim Garraway – Integrated Producer
FIN Design + Effects – VFX
Jesse Meha and Stephanie Pocklington – VFX supervisors
Emily Newbould – VFX Producer
Alastair Stephen – Head of VFX / Executive Producer
Fergus Rotherham – Colourist
Rumble Studios
Tone Aston – Lead Sound Designer
Sean Wilkinson, Cam Milne – Sound Designers
Michael Gie – Sound Executive Producer
Music
Level Two Music – Music Supervision
Stalking Gia ‘Tomorrow’