MILANO (ITALPRESS) – Hyundai presents the first national campaign dedicated to New Tucson Dark Line, on air with the official TV spot from Sunday 9 November on TV and from Monday 10 November on digital and social channels. The claim “Leave the sign.” contains a strong idea: What makes a detail, an image, or a car memorable? It is his ability to stand out, to impress himself in memory and be recognized at the first glance. This is what happens with New Hyundai Tucson Dark Line, which is affirmed through a visual identity defined by character and formal cleanliness.
The “Dark” aesthetic expresses elegance, simplicity and attention to detail, while the dark color becomes a tool of definition, enhancing lines, surfaces and proportions through contrast. And it is precisely this contrast to make the image more than sharp, readable and memorable in the countryside. The campaign represents the first story of the 100% Brand with the support of artificial intelligence, adopted not as an aesthetic effect, but as a productive resource and creative boosters. To ensure maximum fidelity, the car and the actor have been taken back in a neutral environment through over 500 photo shoots and more than 30 minutes of video, so as to accurately reproduce surfaces, materials, volumes and details. Starting from this base, the AI was then used to generate settings, dynamic scenes, light games and room movements that maintain a constant and flawless visual consistency throughout the film, offering a final result of extraordinary quality and visual impact.
This approach has made possible a continuous Golden Hour, a soft, warm and uniform light that accompanies the entire visual story, giving it a distinctive and highly suggestive atmosphere. In traditional production, unpredictable weather conditions, alternation between day and night, and the need for shooting in multiple sessions would lead to longer times and greater use of economic resources.
Thanks to artificial intelligence, technology has not replaced human creativity – it has amplified it: it has made it more precise, efficient and controllable, maintaining a coherent, authentic and faithful representation to the real model and even being able to realize frames never before.
“In Hyundai we believe in the value of innovation,” says Matteo Montibeller, Head of Marketing & Communication of Hyundai Italia “for us, artificial intelligence is a form of advanced technology that allows us to face new challenges or to rethink consolidated processes with different solutions. This project is a concrete example of what we call Meaningful Innovation: a useful innovation, at the service of people, that improves the real experience and that constitutes the heart of our proposition, through the solutions we offer on all our cars”.
For Hyundai, technology is first and foremost a means to improve human experience, making processes and results more effective, accessible and meaningful. Innovation has real value only when it translates into concrete and functional applications, capable of offering new possibilities and facing productive challenges with greater flexibility and precision.
In this project, artificial intelligence was adopted with this spirit: not as an end, but as an instrument in the service of creativity, in support of the control of the image and the consistency of the visual story, amplifying the artistic vision and the quality of the final result.
– photos: Hyundai Italia press office –
(ITALPRESS).
