2016 Winners & Shortlists

The Campaign

We open in the middle of a circle surrounded by different colored CRETA Cars. They spin their wheels and drive away leaving one car behind with its trunk facing the camera. Suddenly the trunk opens and a colorful kaleidoscope bursts out towards the viewer, enveloping them, in 360 degrees. We go through several kaleidoscope segments representing lifestyle elements. The Kaleidoscope tunnel transports us into the driver’s seat of the Hyundai Creta. The viewer is now able to look around inside the car as well as out towards the road. We see a series of different characters driving in the car. These include men, women, families, and friends who represent our regional target demographic. Simultaneously, outside the car, we see roads in a variety of landscapes. These include an urban, suburban, desert, coastline, mountainous horizon, and others. We then zoom back out through the car trunk to see a close up of the CRETA turning and showing off its shape. Finally, we see a ring of CRETA cars spin and rise on elevated platforms before we see flashing colors leading up to the Creta logo. Cut to Hyundai logo and tagline.

Creative Execution

We created a groundbreaking 360degree video. This is new territory, we had to solve problems we never expected. We intended to create animated, as well as live action sections in 360degrees. For the live-action portion, we couldn’t simply put a camera rig inside the car. It would have been too unstable. There is no live monitoring of footage possible with 360degree filming. We removed the camera cards and viewed them in between every take. To solve this we filmed the car interior in a green-screen studio. We mounted the rig inside of the car’s windshield. During each take we had to hide the entire crew away from the camera’s field of view – it has no blind spot. The footage of the outside world was captured separately with the rig mounted on top of a car and then composited. The animated section was extremely challenging as 360degree video has no boundaries to hide any graphics behind – everything is always visible. The sheer practice of stitching the images together and lining them up in 360degrees opened a world of post-production we had to learn from the ground up. This was a groundbreaking production. Innovation was crucial to success.