Scott Muckenthaler
Motion Photography
Product imagery with an in-person feeling.
Quick take
A system of visuals I organized to borrow the best parts of still images and videos for a custom content upgrade to websites.
brand
Hyundai
date
2015-2022
challenge
Get people to stare even harder at the products and make them feel like they're seeing the vehicles in person.
role
Creative Director / Art Director
The featured video in the Tucson landing page.
The main idea
Put the customer right into the scene. Everything is about creating the feeling that you're there exploring in-person.
The scenes.
exterior heroes
wide interiors
interior details
exterior design
feature demos
ambient style
performance action
Exterior heroes.
This is the series used to introduce people to the vehicle, right at the top of the vehicle landing pages.
Ioniq 5 exterior hero.
Sonata exterior hero.
Looks nice.
But how does it literally fit into a responsive website?
The car has to be framed like its in a static picture. So the car is near the center with lots of space around it for type and different screen sizes. But when the camera moves around we have to be very careful about crops and that we end the video with the car in perfect position.
Hyundai.com homepage with full frame video.
Hyundai.com VLP with full frame video.
You just need your photographers to understand how to produce for the responsive web.
Turns out its easy. Just make a diagram.
Framing the cer in 4x3 captures.
Framing the cer in 16x9 captures.
Framing the cer in 5x4 captures.
Ultra wide screens are okay for properly captured videos – as long as the website supports the size.
Interior heroes.
The interiors are so important for people. They can't get enough of it. So carefully shot interior video becomes a huge help.
Exterior heroes reel with multiple shots.
Exterior design & interior details.
We know the magic really is in the details for car shoppers. Clean, sharp closeups can help people decide. This trim? Or that trim? This brand? Or that other brand?
Exterior design reel with multiple shots.
Feature details across various vehicles.
Feature demonstrations.
This is where a couple seconds of video is worth the 4 minutes it could take you to see static pictures and read about a feature.
Ambient style.
These are fun to make. Being a fly-on-the-wall can be a powerful POV.
A series of ambient product scenes.
Performance action.
How a car moves and how it looks when its moving are big parts of its personality. I like to be sure that the camera work does not get too busy or shaky becasue the people shopping the vehicles need to see the cars clearly. So that they can really look at it and not feel like its an old music video.
Mothion photography priciples applied to vehicles in action.