We compared driving of new Hyundai with playing the pianoforte. The audience was literally "looking" at the composition written specifically for Sonata: they saw the keys of the instrument, the inner hammers of the pianoforte and even the flow of sound waves on the 60-meter geometric screen, which was an array of three architectural objects.
Drawing a parallel with the name of the model, we divided musical and graphic accompaniment of the presentation into three parts of different tempo and character. The symbol of the heart of the car (the motor), was the pianoforte, which is the heart of the orchestra in the first, stringed instruments symbolized optics in the second act, and in the third act design was associated with people who invented and created a new car.
Features of the setup were determined by the specifics of the space and the number of viewers. Massive triangles on the sides allowed to create a sense of perspective immersion. A scene with dissected planes, in which the orchestra was located was the center of the composition. In the final of presentation the lower parts of the side screens rose, presenting the audience a new Hyundai Sonata.
General Producer & Creative Agency
DEPARTÁMENT NEW&WOW Marketing 



Creative & Technology concept
DEPARTÁMENT x dreamlaser

Construction & Decoration
MAXGROUP

Technical setup
dreamlaser x MF Group

Music and live performance   NIKOLA MELNIKOV
Music and sound-design   MAXIM SOROKIN
Orchestra   NEW CLASSIC BAND ORCHESTRA


dreamlaser team

Producer   DENIS CHUCHKO 
Creative Director   ANTON KOLODYAZHNYY 
Art Director   LUBOV LOBANOVA 
Supervisor   SERGEY DVORYASHIN 
Motion Designers   IGOR LUNIN, IVAN DURNEV, KIRILL MAKHIN, ANNA YAKOVLEVA,DANIIL MAKHIN 
Technical Director   ALEKSANDR ISTOMIN 
Technical Crew   BORIS TSIBISOV, ILYA BOGUK, ALEKSANDR BALIBERDIN, ALEKSANDR ROMANOV, VITALIY BUDNIKOV 

Video and Foto Crew EVGENIY DABIZHA, ANDREY BUZIN, GEORGIY TSESELCHUK,  ANASTASYA GAKOVA
Sonata
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