Hyundai – EV Offensive Case Study

Hyundai is a leading automaker, recognized for producing durable and technically advanced vehicles built for long-term use. The brand achieves this by continuously evolving its technology and styling to meet the expectations of modern drivers.

Gorodenkoff Productions was engaged as the virtual production and technical partner for a major Hyundai campaign comprising five commercials. The challenge was to film high-quality, dynamic interior and driving scenes for four of the spots efficiently and with maximum creative flexibility, avoiding the logistical and cost constraints of location shoots and traditional car-to-car filming.

Our solution involved a hybrid two-stage workflow. First, the driving plates footage was captured on real roads. Second, we brought those plates into our Virtual Production LED studio, using them as dynamic backdrops to film the actors’ performances in a controlled, stationary vehicle. This merged real-world authenticity with studio precision.

Published: 2025
Client: Hyundai
Industry: Automotive
Agency: INNOCEAN
Scope of Work: Virtual Production Service, Assistance in Driving Plate Production, Technical Integration, And VFX Supervision.
Brief: Execute a hybrid virtual production workflow: first, capture authentic driving plate footage on location, then utilize that footage as real-time backdrops within a Virtual Production LED studio to film actor performances in a controlled environment.

For Hyundai, our team provided critical on-ground support by correctly configuring and integrating a specialized multi-camera rig, which utilized six synchronized RED Komodo cameras mounted to a stabilized vehicle platform. This footage was then processed and formatted by our data team for seamless integration. During the studio shoot, our playback technicians efficiently managed the pre-recorded plates on the LED wall, enabling the director to capture all required angles against authentic, dynamic backgrounds. Our on-set VFX supervisors further supported the production by providing critical guidance for object removal and screen replacement workflows.

The core success of the project was its production efficiency. We completed filming for four distinct, dialogue-driven Hyundai commercials – each featuring a different vehicle – in just two studio days. This was accomplished through precise on-set execution: our playback technician managed real-time driving plate changes on the LED wall, enabling immediate scene shifts, while the crew swiftly rotated each car on stage to achieve all necessary camera angles without delay.