- Wednesday, Jun. 4, 2014
Innocean USA recently launched a new online experience site, www.HyundaiGenesis.com, on behalf of Hyundai Motor America to usher in the all-new Genesis Sedan. The experience site is an online destination where automotive consumers can design their own customized Hyundai Genesis, as well as learn about Sensory Surround Safety, the Genesis' suite of innovative driver safety technologies.
The experience site features a dramatic video series titled “The Blind Test Drive” that shows a series of demonstrations conducted on the Genesis in complete darkness, demonstrating the sedan’s safety features. Directed by Simon Crane (“World War Z”) and shot by Oscar-winning cinematographer Janusz Kaminski (“Saving Private Ryan,” “Schindler's List” and “Catch Me If You Can”), “The Blind Test Drive” captivates viewers with its stunning cinematic aesthetics and heart-thumping close calls.
“To truly manifest the full capabilities of Genesis’ Sensory Surround Safety system – we needed to create something dramatic and visually compelling that properly illustrated how the safety features work,” said Greg Braun, Executive Creative Director, Innocean USA. “Partnering with some of Hollywood’s leading talent to direct and shoot this cinematic series was the best way to properly showcase the sedan’s safety features – simply telling consumers about ‘Blind Spot Detection’ didn’t seem enough. That’s why we created ‘The Blind Test Drive’ because, as they say, ‘Seeing is believing.’”
“The Blind Test Drive” visually demonstrates the safety capabilities of the Genesis sedan. Four videos titled, “The Gauntlet,” “The Spikes,” “The Slalom” and “The Stop,” have champion racer Rhys Millen navigating a series of obstacles guided by nothing more than the new intelligent safety features in the new Genesis. No camera tricks, illusions or Hollywood-magic was used in the creation of these videos.
Shot on the tarmac of the San Bernardino airport in the pitch dark, the Genesis’ windows were blacked out and stunt driver Millen needed to rely on the car’s Sensory Surround Safety system to navigate the course of dangerous obstacles. Each video highlights a specific safety feature in the all-new Genesis: The Gauntlet for Rear Cross Traffic Alert, The Spikes for Lane Departure Warning, The Slalom for Blind Spot Detection and The Stop for Automatic Emergency Braking.
“The Blind Test Drive” was developed by the teams at Innocean USA and Independent Media, alongside Los Angeles-based digital agency Rokkan, responsible for developing the experiential site www.HyundaiGenesis.com. To learn more about the Genesis or to view the video series, please visit: www.HyundaiGenesis.com.
Client: Hyundai Motor America
Project: Blind Test Drive
Agency: Innocean USA
Executive Creative Director: Greg Braun
Creative Director: Max Godsil
Creative Director: Scott Muckenthaler
Associate Creative Director, Art: David Mesfin
Senior Copywriter: Nick Flora
VP, Director of Integrated Production: Jamil Bardowell
EP/ Content Production: Brandon Boerner
Art Director: Vince Feliciano
Copywriter: Josh Cassidy
VP, Group Account Director: Bryan DiBiagio
Production Company: Independent Media
Director: Simon Crane
DP: Janusz Kaminski
Executive Producer: Susanne Preissler
Producer: Beth Aranda
Editorial Company: Jump Editorial
Editors: Richard Cooperman and David Trachtenberg
Record Mix Place: Eleven Sound
Mixer: Scott Burns
Animation/Graphics Co: yU+Co
Exec Producer: Carol Wong
Producer: Rick Hassan
About Innocean USA
Founded in 2009, Innocean USA is headquartered in Huntington Beach, California, with offices in New York, Chicago, Hawaii and Dallas. Innocean USA currently serves as Hyundai Motor America’s lead agency, as well as Alpina Foods, FootJoy and See’s Candies, and serves as Kia Motors America’s media and promotions agency.
About Hyundai Motor America
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 820 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle limited warranty, Hyundai’s 10-year/100,000-mile powertrain limited warranty and five years of complimentary Roadside Assistance. Hyundai Blue Link Assurance Connected Care provides owners of Hyundai models equipped with the Blue Link telematics system with proactive safety and car care services complimentary for one year with enrollment. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and in-vehicle service scheduling.