In the age of Facebook, Youtube, and Tumblr, viral videos ate the most effective way to reach the greatest number of viewers in the shortest amount of time. Identifying this trend, Hyundai Motor presented a new video series “Brilliant moments beyond your imagination” in the beginning of 2013, hoping that it`d go viral and spread Hyundai`s brand message to a broad range of consumers. But, in order for something to go viral, it needs to be special. Either wickedly funny, heartwarming, one-of- a – kind or just plain bizarre, viral hits almost always feature something that sets them apart from the other billions of videos on the internet. So what makes Hyundai`s new videos so special? They`re the first in the world to be produced using stop motion technique with real vehicles.
STOP MOTION (also known as stop frame) is an animation technique to make a physically manipulated object appear to move on its own. The object is moved in small increments between individually photographed frames, creating the illusion of movement when the series of frames is played as a continuous sequence. Small objects are usually used for stop motion since the process requires frequent repositioning of the object. However, Hyundai undertook the challenge to use real vehicle to produce theses stop motion films.
And what exactly do Hyundai cars do in these videos? They dance. Not alone, but with world-renowned dancers Keone and Mariel Madrid. Also choreographer for YG and SM Entertainment in Korea, the dancers are known for their Urban Dance- extremely popular on YouTube and Facebook.
The series consists of two episodes – “brilliant dream” and “brilliant moment” – and through them. Hyundai aims to communicate its global brand message of “live brilliant” in a different light. Starting with the dancing Hyundai`s the company will continue to showcase brilliant moments by delivering emotionally stimulating experiences related to the brand.