Project:

Hyundai

'Metaphors'

Type:

Animation

This could be the only car ad where you’ll spot a space cadet, butler, ballerina, and raccoon – all in one scene. Challenged to showcase a multitude of features in a 90-second spot, we relished the opportunity to delve into character development, creating seventeen different personalities to represent Blue Link’s array of services. We had a lot of fun giving each an individualized personality and animation style while still living in an expansive, elegant environment. We loved brainstorming clever transitions for our characters to move in, playing with scale, and using cel animation to craft extraordinary detail and give the spot a handcrafted feel. From the flap of the butler’s coattails, to the way a texture extends from one scene to the next, we loved building the metaphoric vignettes of this spot.

Credits

  • Production Company: Gentleman Scholar
    Creative Directors: William Campbell & Will Johnson
    Executive Producer: Lindsay Bodanza
    Head of Production: Rachel Kaminek
    Associate Creative Director: JP Rooney
    Producer: Nikki Maniolas
    3D Animators: Ben Grangereau, Tim Hayward, Mike Ko
    Compositor: Mike Ko
    Character Animators: Sharon Huang, James Lane, Sam Ortiz, Jessica Ramirez, Sarah Wolfe
    2D Animators: Peter Lee, Shawn Kim, Sang Shin
    Designers: Peter Lee, Shawn Kim, Sang Shin, Angie Son
    Agency: Innocean
    Title: ‘Metaphors’
    Client: Hyundai

“The challenge of designing and animating seventeen characters allowed us to delve into our imaginations and create a rich tapestry of eclectic personalities.”

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