Hyundai Staria - "Triangle / Rectangle"

King James the Second

King James the Second Johannesburg, South Africa

1226

Brand: Hyundai Staria
Country: South Africa

Advertiser: Hyundai South Africa

Title	Triangle / Rectangle
Agency	King James the Second
Campaign	Make Space For Different
Advertiser	Hyundai South Africa
Brand	Hyundai Staria
Date of First Broadcast/Publication	2022 / 10
Business Sector	Vans
Philosophy	To promote its new STARIA model, Hyundai has launched a trio of comical campaigns from King James Johannesburg and director Grant de Sousa (represented in the UK and US by Great Guns). ‘Make Space For Different’ captures three classic debates, accidentally ignited by unsuspecting protagonists: triangular versus rectangular sandwiches, teabag in versus out, and the pronunciation of ‘GIF’. As the tension rises, the ceiling lowers, and the room becomes increasingly cramped as more and more people battle to offer their two cents. Contorting their bodies to escape through hidden passageways, our protagonists finally find themselves in a place where they and their opinions can enjoy room to breathe: inside the new Hyundai STARIA. Agency King James Johannesburg approached Great Guns director Grant de Sousa with the brief to translate ‘Make Space For Different’ into a visual metaphor, armed with the idea of a shrinking space. Aiming for a subtle execution, Grant worked to craft a campaign that was fresh and rewatchable, setting up a cinematic formula to repeat across each one. He also focused on the actors’ performances, knowing these would be central and crucial to the campaign’s success. To craft the shrinking rooms, the crew had to redress the same set nine times over the course of two days, including all the car pack shots and interiors. Requiring extensive planning, the team worked closely with the art director, who had a vision for redoing the same space while keeping it distinguishable and functional. One particularly effective trick was making the ceilings 3D - saving the crew redresses and allowing for more graphic executions on them.
Media Type	Television
Length	60 seconds
Advertising Manager	Oscar Makola
Advertising Manager	Siyabulela Mafanya
Advertising Manager	Nontokozo Biyam
Advertising Manager	Meagan Alexander
Executive Creative Director	Graeme Jenner
Creative Director	Harry Mackenzie
Creative Group Head - Copywriter	Skhumbuzo Tuswa
Creative Group Head – Art Director	Lauren Mitchell
Business Unit Director	Kay Motuba
Account Manager	Makagiso Mokoena
Agency Producer	Joshua Michael
Agency Producer	Katherine Jones
Production Company	THEY
Director	Grant De Sousa
Executive Producer	Darren Gordon
Line Producer	Johnny Mabeba
Production Manager	Nambita Ntsaluba
Director of Photography (DOP)	Rick Joaquim
Key Grip	Tyler Geldenhuys
Key Grip	Clinton Heath
Gaffer	JP Du Preez
Art Director	Keenan McAdam
Props Master	Cara Falkan
Wardrobe	Lindiwe Mayisela
AD	Sean O' Sullivan
Stunt	Gabriel Simelane
Stunt	Eric Zulu
Sound Recordist	Tony Honeybun
Offline & Online Post Production	Left Post Productions
Offline Editor	Evi Katz
Online Artist	Keno Naidoo
Music / Sound Design	Audio Militia
Sound & Music Head Producer	Catherine Grenfell
Colorist	Jaryd Dutoit