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Mighty’s Paul Helms Fresh Hyundai Campaign

Mighty director Alexander Paul recently lensed a three-spot package promoting Hyundai’s Genesis R-Spec and Equus vehicles.

Faster Acting

focuses on a test driver guiding his Genesis R-Spec around a test course. As he bolts over the track in a squeal of smoke and speed, Paul shows us the car from multiple angles, including a goosebump-inducing view from behind the wheel.

Valet Parking

is a slow-motion spiral through the skylines and boulevards of Manhattan. As a couple gazes out the window of their Equus at the Guggenheim Museum in wonder, the valet nearly drops his client’s keys watching the car roll past, and a narrator reminds viewers that J.D. Power recently ranked the ride highest in the vehicle appeal category for premium cars.


begins with the oft-heard expression, “You can’t always get what you want”; a Hyundai with a GDI engine navigates through the back roads of the Hamptons, its relaxed driver allowing his GPS navigation system to lead him pass hedgerows and summer estates as he sinks into the elegant leather interior. A final shot of the vehicle’s sleek exterior proves that getting everything one wants in a car is quite possible.

“It was a real pleasure being able to interpret Hyundai’s message with a great deal of artistic freedom,” stated Paul. “Visually speaking, I wanted to give all three spots a distinct look and feel, reflecting both the raw experience of the car and the landscape in which it’s being driven. While the fluidity of




convey the elegance of the models, the sharp, precise cuts

Faster Acting

evoke speed and performance. We made the most of all three shoots, especially


, when the earliest snow blizzard in New York’s history called for some much-welcomed improvisation.”

“Alexander’s love of cars is evident in his work,” noted EP Eric Bonniot. “He treats them with a unique sense of humanity, giving them character through the stories he tells. Shooting these spots was a lot of fun for us because Hyundai is really in touch with its audience, and its new line of vehicles are an absolute knockout.”

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Client: Hyundai

Spot Title(s):

Valet Parking


Faster Acting



Air Date: December 2011

Agency: Innocean

CD: Ed Miller

AD: Tyson Brown

Copy: Cooper Olson, Jonathan Hum

Prod Co: Mighty Film Co.

Director: Alexander Paul

DP: Stephan Von Borbely

EP: Eric Bonniot

Producer: Susanne Porzelt

VFX: Liquid

Lead VFX Artist: James Bohn

VFX Artist: David Parker

Producer: Terry O’Gara

Editorial Co: Spot Welders

EP: David Glean

Senior Producer: Carolina Wallace

Editor: Michael Heldman

Asst. Editor: Patrick Murphree

Telecine Co: New Hat

Mixer: Bob Festa

Shoot Location: NYC, Hamptons, Alabama

About Mighty

Mighty is a creative production home for filmmakers, writers and artists who work across a variety of media, including TV commercials and digital content. Led by Owner Blair Stribley, its roster of talent includes directors Phil Brown, Jesper Ericstam, Hugo Menduina, Kim Nguyen, Alexander Paul, Rob Sanders and Executive Producers Kris Mathur, Eric Bonniot and Head of Production Cori Cooperider. The sales team consists of The Family: Chris Zander, Diane Patrone, and Anna Rotholz (East Coast), Them Reps: Jimmy Waldron and Wendy Morrow (Midwest), and Brad Grubaugh and Mark Andrews (West Coast).

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA)