Faster than the speed of light

Creative agency Innocean has teamed with Scoundrel Director James Dive, to develop this entrancing spot for auto manufacturer Hyundai, championing its electric IONIQ vehicle range. 

The film’s futuristic aesthetic was created by strapping LED light bars to the cars, powered purely by the IONIQ’s ‘Vehicle to Load’ capacity. Every time the cars move forward, a customised light trail was left behind to create 

Each vehicle’s ‘light path’ was inspired by the model, choreographed to move in sync to a Stalking Gia cover of the song Tomorrow from the musical Annie. The innovative technique was captured entirely in-camera, using a method developed by Scoundrel and FIN Design + Effects, utilising the latest long exposure technology. 

Director Dive said: "The filmic approach was to push the visual technique of light painting. Emerging tech can now allow light trails to be whatever you can dream of. The principles are still the same, but these light patterns no longer require you to wave a torch about in the dark. Instead, a singular length of LEDs can now be pre-programmed with an image. The LED length then steps through the image one line at a time using a depth of 210 pixels on each side of the car. As the object moves, the  programmed pattern is painted one line at a time.