Hyundai takes the wheel
In a moving documentary-style spot, director Daniel Mercadante demonstrates the life-changing independence self-driving cars could offer people with disabilities.
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Credits
powered by
- Agency Jung Von Matt/Hamburg
- Production Company Park Pictures/London
- Director Daniel Mercadante
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Credits
powered by
- Agency Jung Von Matt/Hamburg
- Production Company Park Pictures/London
- Director Daniel Mercadante
- Editing Cartel
- Post Production Time Based Arts
- Sound Design Factory Studios/London
- Music KOM (Kay Oskwarek Music Company)
- Copywriting Daniel Schaefer
- Art Director Szymon Rose
- Executive Producer/Managing Director Fran Thompson
- Execu3ve Producer Fred Deedes
- Production Designer Bret Lama
- DP Daniel Mercadante
- Editor Chris Catanach
- Editor Assistant Nick Bruce
- Post & VFX Producer: Sian Jenkins
- Colorist Simone Grattarola
- 2D Lead Leo Weston
- Sound Design Anthony Moore
- Producer Beth Massey
- Composer Philip Kay
Credits
powered by
- Agency Jung Von Matt/Hamburg
- Production Company Park Pictures/London
- Director Daniel Mercadante
- Editing Cartel
- Post Production Time Based Arts
- Sound Design Factory Studios/London
- Music KOM (Kay Oskwarek Music Company)
- Copywriting Daniel Schaefer
- Art Director Szymon Rose
- Executive Producer/Managing Director Fran Thompson
- Execu3ve Producer Fred Deedes
- Production Designer Bret Lama
- DP Daniel Mercadante
- Editor Chris Catanach
- Editor Assistant Nick Bruce
- Post & VFX Producer: Sian Jenkins
- Colorist Simone Grattarola
- 2D Lead Leo Weston
- Sound Design Anthony Moore
- Producer Beth Massey
- Composer Philip Kay
Created by Jung von Matt for vehicle manufacturer Hyundai, this uplifting short film portrays how the brand’s IONIQ 5 robotaxi became the first driverless car to ace a driving test, and the subsequent autonomy this could offer individuals unable to drive independently.
The storyline of the spot, directed by Park Pictures’ Daniel Mercadante, features a visually impaired former Paralympian, Pearl Outlaw, together with her mother Ruth.Their personal story emotively illustrates how Hyundai’s autonomous driving technology will be able to help Pearl in future with her daily transportation challenges.
The goal of the campaign is to change perceptions of autonomous driving technology, which currently suffers from a lack of trust in comparison with human drivers, and to show how it can benefit people’s daily lives enormously.
"Autonomous driving technology would be a game changer for a large part of the population. And whilst there are great achievements being made in the development of the technology there are major trust issues in the general public. We hope this project will spark a conversation around who would benefit from driverless cars and what it would take to get someone stepping into a car with no one behind the steering wheel." adds Jung von Matt CCO Daniel Schäfer
