Heidi Black of Whitehouse Post and Carbon VFX join INNOCEAN and Peter Berg to spotlight Hyundai’s return to the Super Bowl in their first year as an official NFL sponsor. The team collaborated closely from pre-vis through the end of production to deliver a hovering Kevin Hart and a neighborhood rich in multiple incarnations of Ryan Reynolds.
The 60-second spot, First Date, opens the door to daughter, beau—and dad Kevin Hart. Ever-enthusiastic, Hart hands the boyfriend the keys to his Hyundai Genesis—to the tune of Queen’s Another One Bites the Dust. Little do the young lovebirds know that Hart’s Hyundai is equipped with the Blue Link Car Finder feature, which—with a little help from Carbon VFX—enables Hart to hover close by, from fairgrounds to helicopters.
Meanwhile, in Mr. Reynolds’ neighborhood—also known as Ryanville—love is also in the air as two women roll through a sea of Ryan Reynolds replications in their Hyundai Elantra. The lighthearted 30-second spot takes a look at the simple fact that all humans are prone to distractions. The pair narrowly avoid calamity thanks to the helping hands of the all-new Elantra’s advanced safety features including pedestrian detection and automatic emergency braking.
“Having worked with the INNOCEAN team before,” explains Heidi, “I knew we were going to have a great time making some great spots. Finding out that Pete was directing was the icing on the cake. It was such a pleasure to cut these for them, and I couldn’t be happier with how they turned out.”
“This project gave us an excellent opportunity to partner closely with Whitehouse and INNOCEAN, from pre-visualization to on-set collaboration through post and finishing,” adds Carbon EP Matthew McManus. “We spent several days on-set planning with Peter Berg before shooting started. We worked very closely with Heidi through the finishing of the project. It’s always a pleasure to partner with Whitehouse—and replacing faces to create a sea of Ryan Reynolds in Ryanville and helping craft a hovering Hart for Hyundai certainly adds to the fun. And, of course, it doesn’t hurt to have the opening slots for the game and halftime at the Super Bowl 50.”
Collaborative from start through finish, the tight-knit team delivers both the fun and functionality of Hyundai’s respective models to the Super Bowl 50 spotlight.
Title: “First Date,” “Ryanville”
Production Company: Pony Show Entertainment
Director: Peter Berg
Editorial Company: Whitehouse Post
Editor: Heidi Black
Assistant Editors: Sam Perkins
Executive Producer: Joni Williamson
Producer: Jonlyn Williams
VFX, Finishing: Carbon VFX
VFX Supervisor: Kieran Walsh
Creative Director: Chris Noellert
Executive Producer: Matthew McManus
CG Supervisor: Mat Stevens
Flame Artist: Gavin Miljkovich
VFX Producer: Amber Ventris
About Whitehouse Post:
Whitehouse Post believes in the art and craft of editorial storytelling built in a creative and supportive environment. Central to this philosophy is an emphasis on nurturing the best young talent into excellent storytellers who consider the importance of visuals, music and sound working together. Production and finishing partnerships with sister companies Cap Gun Collective and Carbon VFX, as well as with design-driven production company Gentleman Scholar, further cement Whitehouse Post as an invaluable creative resource for its clients. The studio’s deep reel of notable spots for high-profile brands and work on feature films and documentaries have earned hundreds of honors from AICP, BTAA, D&AD, Clio, and Cannes.
About Carbon VFX:
Carbon is a full-service creative studio specializing in visual effects, motion graphics, and design. We are big enough to handle complex projects, yet small enough to provide personalized attention. We have the experience to collaborate at every level, from supervision and workflow to design and finish. Most importantly, we are driven by a desire to create, and to get our name on really great work.