Hyundai: IONIQ 5

Brand

Date

Dec 2024

Description

Hyundai introduces the IONIQ 5 through a narrative-driven commercial that explores themes of automotive legacy. The film features a young mechanic navigating an expansive desert landscape in a vintage hatchback, setting a grounded, atmospheric tone. Produced by Scoundrel Australia with agency Innocean Australia, the spot leans into a cinematic aesthetic. The execution utilizes a warm, desaturated color palette and live-action technique, while subtle VFX work from Fin Design and Effects builds the arid environment. The piece balances the driver's focus with the vast scale of the terrain to highlight the connection between mechanical tradition and the vehicle.

Style

Horizontal, Cinematic, Desaturated, Warm

Techniques

VFX / visual effects

Industries

Electric / EV

Color

Camel

Charcoal

Background

Desert

Context