Scott Muckenthaler
Feature Demo Films
Turning people into believers with see-it-in-action video.
Quick take
Giving people the chance to sit back and see just what the products can do. While mixing-in a little bit of how they do it.
brand
Hyundai
date
2015
challenge
Make the case for performance, tech and safety features. Make them dramamtic. And make them memorable.
role
Creative Director
Hyundai Genesis – Performance series part one of two
Nurburgring.
The well-known Karusell section of the track pushed Genesis to the limit.
Watch Nurburgring
Genesis – Performance series part two of two
Weather.
Genesis pushing its all-wheel drive system.
Watch Weather
Genesis – Four-part technology series
The Blind Test Drive.
We dreamed up some stunts in order to push the technology of the new Genesis. It's cameras, semnsors and autonomous features would be put into some stressful situations. The driver's role... sit there and try not to be stressed.
Yes, those are real shipping containers.
Watch Gauntlet
How close did it get?
Watch Stop
Oh, that's what military-grade spikes look like.
Watch Spikes
Here's your lesson in weaving.
Watch Slalom
Hyundai Smart Sense – Safety Suite
Safety you can understand. In animations that look normal.
The cars and the camera action are as realistic as possible. Everything else, very stylized.
Toyota
The FJ Cruiser Bulletin
The FJ series dates back to the 1950s at the start of the Land Cruiser. After a 30-year wait since the last new FJ was built, Toyota needed a digital launch that would be uniquely FJ, but also one that is a clear statement that FJ is ready to claim its seat at the table of vehicles for serious wheeling.
Show the wares.
The job was pretty simple. Say what it's got and prove what it can do. To cover what FJ was made-of we built the Bulletin site around the idea of a technical manual. It ended up an engineering story that was pretty serious with a lot of detail. Anti-glamour, just right for FJ.
Showing enthusasts how it works.
Technical illustrations were the perfect visuals for the launch. Putting them into motion was exactly what The FJ Bulletin needed.
Platform
Watch
'Frame'
Platform
Watch
'Front Suspension'
Platform
Watch 'Rear Suspension'
Platform
Watch 'Body'
Platform
Watch
'Under-
carriage'
Traction Tools
Watch
'A-TRAC'
Traction Tools
Watch 'Locking
Differential'
Utility
Watch the 12-Point Tour
Limits and Capacities
Watch 'Water Fording'
Powertrain
Watch
'5-Speed'
Powertrain
Watch
'6-Speed'
Take the truck apart
Watch 'Inspection'
Technical demonstration visuals. The stuff campaigns are made of.
The print work matched a photo from one of the trail-runs with a technical illustration of the same view using a front/back format. A perfect match with the website.
The FJ print series matched the technical drawings with a photographic view.
Then FJ demos went all the way with a two-part docuseries, Two Roads.
Companion experiences on the site gave an editorial look at the adventures.
The FJ Bulletin is taken over by TRD Especiale, documenting the shakedown run for the upcoming Baja.
Two FJs with two different teams take on the Baja
Documenting the two teams heading to the souther hemisphere to run Taupo.
