With the help of the creative teams at M&C Saatchi and Rushes, Hyundai show how much care and attention they take in designing and building the robots that build their cars.
This was the fantastic premise of the latest campaign which had only one minor flaw. The robots which build the cars aren't actually that aesthetic! In step the CG Commercials team to help re-design the robots to be beautiful as well as functional – ready for TV but retaining the plausibility and brand identity of the actual robots on the factory floor.
The process began with images and CAD data of the actual manufacturing robots themselves to act as the foundation upon which to build. This was essential to retaining the scale, mechanics and functionality of the real robots and provided a huge leap forward in the design process. A series of ergonomically designed panels, sections and decals were then designed and modelled in Maya to replace the more chunky, angular sections of the CAD data and give the robot a more modern and “sexier” look. Design cues were taken from Hyundai cars including a set of high resolution stills of the Santa Fe model itself and in some instances bodywork panels from existing car CAD data were cannibalised and adapted before integrating into the robot design. This whole process meant that at every step the robot was always reflecting the Hyundai brand and design.
Once the final model had been completed and signed off it was rigged for animation paying special attention to its mechanics, hydraulics and cables. A series of animation tests were carried out to show the client that a range of motions could be carried out in a way which felt mechanical and engineered but was still sleek, modern and smooth. During this process the texturing and shading of the robot was carried out drawing heavily on techniques and experience gained on previous Hyundai commercials and using many of the car paint, chrome and plastic shaders that were created for the Veloster commercial which the team had completed the previous year. Not only did this create a very high end photorealistic look but again tied the look of the robot very much to the world of Hyundai and their car manufacturing process.
Agency: M&C Saatchi
Rushes Producer: Luke Toyne
Maya: Will Broadbent, Paul Liam-Kerr, Gillian Best, Andy Hargreaves
After Effects: Barry Corcoran