In June 2011 I was asked by Hyundai UK to develop a new photographic tone of voice to reflect 'New Thinking, New Possibilities' a concept being developed by M&C Saatchi and Innocean Worldwide, that would re-launch the brand through a TVC and ATL campaign. Hyundai UK recognized the use of photography as an integral part of the brand’s visual identity system and requested a strong and distinct art direction that stood out in the market place and clearly talked back to the brand’s core values.
While other car brands were looking to CG to promote new models I developed a clean and ‘honest’ photographic style, shooting in locations that provided substantial ambient light, highlighting the contemporary design lines within the product and reducing the need for heavy post production and over retouched images.
Following in the foot steps of the 'New Thinking, New Possibilities' brand campaign, Hyundai UK were set to launch the ‘New Generation’ i40 Tourer, a car that would clearly communicate Hyundai’s design vision for product in the future. During the launch of the ‘New Generation’ i40 the new photographic art direction was revealed and used through the line in all communications.
In the following 12 months the entire Hyundai range was updated with the ‘New Generation’ i30, i20, Santa Fe, iX35, i40 saloon, Veloster and i10. I worked with a consistent team and generated all the photography required for print, online, brochure, tactical and OOH. It was a busy 12 months.
