{"id":567,"date":"2009-05-20T17:09:21","date_gmt":"2009-05-20T17:09:21","guid":{"rendered":"http:\/\/www.firedbydesign.com\/?p=567"},"modified":"2013-01-24T21:40:28","modified_gmt":"2013-01-24T21:40:28","slug":"big-money","status":"publish","type":"post","link":"https:\/\/firedbydesign.com\/?p=567","title":{"rendered":"Big money"},"content":{"rendered":"<p>John Pardue, director and DOP at Serious Pictures, has completed a third \u2018giant\u2019 commercial for Hyundai<!--more--><\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-569 lazyload\" title=\"hyunndai_iseries_4\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/db33528a756fb11c0b15322a2ea4c0cf.jpg?resize=200%2C113&#038;ssl=1\" alt=\"hyunndai_iseries_4\" width=\"200\" height=\"113\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/113;\" \/>Posted at Rushes, the pan-European campaign highlights Hyundai\u2019s new car range &#8211; in this commercial the spotlight is on the i30 model.<\/p>\n<p>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.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-570 lazyload\" title=\"hyunndai_iseries_1\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/276d59279a4158a87ae37ba6f73cb3d6.jpg?resize=200%2C113&#038;ssl=1\" alt=\"hyunndai_iseries_1\" width=\"200\" height=\"113\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/113;\" \/>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\u2019 Craig Travis using Maya and Renderman, with VFX Artist Matt Jackson carrying out clean up and compositing to the Euro on all driving shots.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"aligncenter size-full wp-image-571 lazyload\" title=\"hyunndai_iseries_2\" data-src=\"https:\/\/i0.wp.com\/firedbydesign.com\/fbdimg\/HLIC\/6dcd2bb1ba461ef1b7666cb7102bc0a0.jpg?resize=200%2C113&#038;ssl=1\" alt=\"hyunndai_iseries_2\" width=\"200\" height=\"113\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/113;\" \/>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.<\/p>\n<p>View the latest work by the directors at Serious Pictures<br \/>\n<a href=\"http:\/\/www.rushes.co.uk\" target=\"_blank\">See more by Rushes<\/a><\/p>\n<p style=\"padding:2px 6px 4px 6px; color: #555555; background-color: #eeeeee; border: #dddddd 2px solid\">\n<p><strong><br \/>\n<\/strong><\/p>\n<address><strong> Metadata<\/strong><br \/>\nTitle: \u2018Big\u2019<br \/>\nClient: Hyundai Motor Europe<br \/>\nDirector: John Pardue<br \/>\nProducer: Paul McNally, Dierdre Allen<br \/>\nProduction Company: Serious Pictures<\/address>\n<address>Agency: M&amp;C Saatchi<br \/>\nAgency Producer: Estella Alvares<br \/>\nAgency Executive Creative Director: Simon Dicketts<\/address>\n<address>Postproduction: Rushes<br \/>\nEditor: Ray Stevens<br \/>\nTelecine: Martin Southworth<br \/>\nVFX: Matt Jackson<br \/>\nLead Animator: Craig Travis,<br \/>\nAnimation: George Barbour, Alan Williamson<br \/>\nMatte Painting: Alex Jenyon<br \/>\nRushes Producer: Carl Grinter<\/address>\n","protected":false},"excerpt":{"rendered":"<p>John Pardue, director and DOP at Serious Pictures, has completed a third \u2018giant\u2019 commercial for Hyundai<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,68],"tags":[24,27,49,62,2942],"class_list":["post-567","post","type-post","status-publish","format-standard","hentry","category-inspiration","category-vfx-projects","tag-3d","tag-ad-spot","tag-maya","tag-telecine","tag-vfx-projects"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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