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More Than Metal


Innocean and director Frank Budgen show us how Hyundai's new IX35 model is made of 'more than metal'

The first in a series of three films, this latest spot from Hyundai features hundreds of household objects flying through the air which then come together to form the new IX35 model. The spot aims to show that Hyundai's cars are inspired by drivers and the personal items that are important to them.

The ad was mainly shot in live action using high speed phantom camera plates which were then layered up and composited in flame, apart from the end shot which is a combination of CGI and live action motion control composited in Nuke. Lead 3D artist Francois Roisin comments, "We used a classic motion control rig to shoot the car end shot. With this setup we shot various plates of the car, set and a selection of objects as reference for the CGI. We modelled over 200 objects in CGI to form the car shape at the end.



  • Agency: Innocean Worldwide Europe GMBH
  • Producer: Katy Cappi
  • Creative Director: Dominic Sweeney & John Crozier


  • Production Company: Gorgeous
  • Director: Frank Budgen
  • Producer: Alicia Richards
  • Director of Photography: Simon Richards
  • Production Manager: Nicola Dempsey


  • Editing Company: The Quarry
  • Editor: Scott Crane
  • Edit Assist: Ed Hanbury

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Reece Ewing
  • Shoot Supervisor: Francois Roisin
  • 2D Lead Artists: Zoe Casey- Hayes
  • 3D Lead Artists: Francois Roisin
  • 2D Artists: Zissis Papatzikis, Alex Candlish, Nic Seresin, Adam Watson
  • 3D Artists: Giacomo Caveletti Hugo Jackson
  • Colourist: James Bamford

project information


Frank Budgen


Innocean Worldwide Europe GMBH

Production Company:


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