MOTION STUDIO: We are Royale
CREATIVE DIRECTORS: Brien Holman & Jayson Whitmore
ART DIRECTOR: Jonathan Kim
Hyundai wanted to create a CG online interactive experience for the launch of the 2012 Hyundai Azera. Innocean and Royale partnered up with Loyal Design to create a unique and immersive experience controlled by the scroll of your mouse. I tailored to communicate the client's desires which was to have the car travel through a graphic and angular scenery. So I went ahead and designed a direction where the environment would be made up of geometric shapes, making the car the focus throughout the entire experience. The environment was stylized but the car stayed photographic. As the user would scroll up and down, the car would drive from one location to the next. Graphics would overlay on top of the moving footage to showcase Azera’s new features. Although Hyundai asked for this direction and loved it, a more illustrative direction was chosen.