Mighty director Alexander Paul recently lensed a three-spot package promoting Hyundai’s Genesis R-Spec and Equus vehicles.
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.
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
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.”
Air Date: December 2011
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
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
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) trustcollective.com