Hyundai ioniq 9 Teaser

Process Reel

Good work rarely arrives fully formed. Before a single final frame was rendered, the project generated a substantial body of exploratory material: visual tests, technical probes, dead ends, and occasional happy accidents. Getting the design language right while keeping the simulations stable under the hood requires more iteration than the finished result tends to suggest. We edited that process down into a reel. Not everything made the final cut, but we liked it too much to leave it on the hard drive.

The final film features bubbling spheres of car material, rocks, and other tactile forms coalescing into the shape of the vehicle. But before arriving there, we put a lot of other ideas through their paces: smoke, simulated sand grains, leather bands, textile planes, fluid liquids. Each one a different way of asking the same question. This kind of exploration phase is genuinely one of the more enjoyable parts of the work, not because every idea lands, but because there is no strict brief pinning you down. The creative space is wide open. In the end, together with Jung von Matt and Hyundai, we selected what worked best for the campaign, and everything else? It was simply a lot of fun to make, and that counts for something too.