Big money

John Pardue, director and DOP at Serious Pictures, has completed a third ‘giant’ commercial for Hyundai

Posted at Rushes, the pan-European campaign highlights Hyundai’s new car range – in this commercial the spotlight is on the i30 model.

It continues the theme of giant imagery established in the previous commercials, where large unexpected objects are juxtaposed within the environment to underline the emotional attachment we make with our cars. Perhaps unsurprisingly this commercial switches the emotional focus to value for money.

The i30 approaches a roundabout where a large, modern architectural glass sculpture of a Euro sign dominates. Driving shots are juxtaposed against and refracted through the Euro sign which was created by Rushes’ Craig Travis using Maya and Renderman, with VFX Artist Matt Jackson carrying out clean up and compositing to the Euro on all driving shots.

The commercial, produced by Deirdre Allen and Paul McNally at Serious Pictures, has aired across European Union countries since the beginning of May. Rushes are currently working on a UK version of the ad.

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