Directed by 8com’s Brendan Williams, Innocean’s design-driven campaign for Hyundai, ‘Perspective’, features large scale type installations designed and created by RESX in collaboration with artist Mike Hewsen at Carriageworks.
Producing a physical installation allowed Williams the freedom to see the whole composition in-camera and frame each scene so the car and typography work in harmony. The three live ‘supers’ were created using perfectly placed vinyl and light sculptures that come together as the camera moves into each carefully choreographed ‘sweet spot’.
While the final result makes this technique appear effortless, it is deceptively so. The supers took three days to build within the Carriageworks and required meticulous planning as well as on-the-job improvisation to keep to the strict heritage rules of the unique space.
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