HYUNDAI
Produced commercial campaign for Hyundai Azera at Royale. Full CG/motion production pipeline from concept through broadcast delivery.
Elevating premium.
Hyundai needed a premium broadcast spot that elevated the Azera brand positioning. The vehicle was entering a competitive luxury segment, and the campaign had to communicate sophistication, performance, and craftsmanship in a way that stood apart from established players.
The spot needed to feel cinematic and high-end while staying true to the Hyundai brand DNA. Every frame had to justify the Azera's place alongside legacy luxury nameplates.
CG-driven vision.
Developed a CG-driven visual approach to showcase the vehicle's design language and performance characteristics. The concept centered on using full CG environments and photoreal vehicle rendering to create a world that felt aspirational and impossibly clean.
This approach gave the team complete control over camera, lighting, and environment — unlocking compositions and transitions that would be impractical or impossible on a live-action shoot.
Pipeline to pixel.
Managed the full CG production pipeline from initial lookdev through final render. Oversaw CG lookdev, lighting tests, and the animation pipeline, coordinating between modeling, surfacing, lighting, and compositing teams at every stage.
Ensured each department stayed aligned on the creative vision while maintaining an aggressive broadcast delivery schedule. Ran daily reviews and feedback loops to keep quality and timeline locked.
Broadcast delivered.
Full broadcast delivery with multiple format outputs — from hero :60 and :30 broadcast cuts to digital and social adaptations. Managed final conform, color, and delivery specs across all required formats.
Coordinated post-production finishing including compositing, sound design, and network delivery QC to ensure every version met broadcast standards.
On time. On target.
Campaign delivered on schedule across all broadcast and digital formats. The CG production pipeline built for this project became a repeatable framework at Royale, streamlining future automotive work.
The spot successfully positioned the Azera as a credible premium contender, giving Hyundai a broadcast-quality asset that held its own against established luxury automotive advertising.