Creative agency B-Reel came up with this campaign to launch the new Hyundai Elantra, designed to attract millennial and Gen Z car buyers. Director Sergi Castella of production house Imposter was brought in for this centerpiece spot in the “This Is How You Dare” campaign which reimagines the traditional car commercial through a millennial/Gen Z lens.
This is the first time that Hyundai and B-Reel have worked together. Hyundai and B-Reel reps first met last year when the brand was looking for a creative agency to deliver unexpected yet relevant creative to reach a younger audience.
Credits
Client Hyundai Motor Company (Global) Agency B-Reel Jonathan Graham, executive creative director; Magda Tomaszewski, brand director; Myke Gerstein, director of production; Sachin Arora, sr. producer; Suchi Ahuja, sr. creative; Whitt Whitmore, copywriter. Production Company Imposter Sergi Castella, director; Albert Salas, DP; Avtar Khalsa, exec producer; Malcolm Wax, line producer. Production Services ArgentinaCine Editorial Work Editorial Ben Jordan, editor; Audrey Weiner, Julian Laing, Theo Mercado, assistant editors; Chris Delarenal, producer; Erica Thompson, exec producer. VFX Ambassadors Katya Meyer, producer; Inti Martinez, sr. Flame artist/VFX supervisor. Music/Sound Q Department Drazen Bosnjak, creative director, composer; Zack Rice, creative director; Will Rosati, JB Saint-Pol, sound designers; Chris Rizzo, composer/producer. Color The Mill Mikey Rossiter, colorist; Evan Bauer, color producer; Andrew Ceen, color assist; Lucy Gatanis, color coordinator. Audio Post Digital Arts Josh Heilbronner, mixer; Lauren Boyle, sr. producer.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
