Hyundai celebrates with an unconventional film the innovative use of “parametric pixel design” as a design signature of its award-winning electric models.
In the film prepared by Hyundaia seamless connection unfolds between human artistry and technological innovation as dancers navigate the annals of human history. pixels. This immersive visual journey reveals how pixels connect the past, present and future as a common thread, which is an integral part of the design philosophy of Hyundai’s electrified models
THE Hyundai created a film called “Pixel by Pixel‘, as part of an online campaign that showcases the Parametric Pixel design signature of its acclaimed range of electric vehicles in a witty, unconventional and powerful way (the video has 19 million views so far).
The design campaign “Pixel by Pixel» is shown on its social media channels Hyundai worldwide. The film is inspired by the unique history of the pixel as a common thread connecting the past (analog), present and future (digital) eras. As such, the pixel represents Hyundai’s electric vehicle design philosophy and the company’s vision to create future vehicles inspired by its heritage.
THE Hyundai first presented the design Parametric Pixel on the concept model ’45’, the predecessor and inspiration for the IONIQ 5, at the 2019 Frankfurt International Motor Show (IAA), becoming the first car brand to implement pixel light as part of a consistent design language across its electrified vehicles. The campaign “Pixel by Pixel» celebrates this innovation.
Parametric Pixels represent the design identity of all electric Hyundais. They are integrated into both the front and rear of the IONIQ 5 and IONIQ 6, triple winners of the World Car of the Year, World Electric Vehicle and World Car Design of the Year 2022 and 2023 awards respectively. The front lights with parametric pixels provide an undeniably unique design signature to the company’s range of electric vehicles. These small cubic light clusters also appear on the rear of the vehicle and inside the charging door to indicate charging status.
‘Pixel by Pixel’ revolves around a choreographed performance in which each dancer symbolizes a single pixel, marked by an LED cube on their head. Throughout the film, the seamless connection of human artistry and technological innovation unfolds as the dancers gracefully navigate the annals of pixel history to deftly transport the viewer on a journey back in time, revealing some of the most iconic moments in evolution. of pixels.
On a mesmerizing screen three pixel dancers wearing red, green and blue LED cubes perform their unique choreography. As the red and green dancers harmonize their movements, a vibrant yellowish light emerges, creating a stunning backdrop on an LED screen. The arrival of the blue dancer and their subsequent collision results in the formation of a single white cube.
The movie “Pixel by Pixel» highlights the message that the collective power of multiple pixels not only renders a spectrum of fresh colors, but also creates a very powerful force, lighting an even brighter path forward. This immersive visual journey resonates deeply with the central message of the campaign: “A pixel can only blink, more pixels together can create something extraordinary.”
The symbolic white cube then brings into focus a nostalgic game Pong, reminiscent of the beloved ping pong-themed video game that once graced early computers at the dawn of the digital age. This captivating visual narrative highlights the unchanging principle behind today’s digital color displays, suggesting that the pixel can be a link to different eras. Towards the end of the film, the viewer is immersed in the dynamic and futuristic atmosphere from the city of tomorrow and the beautiful pixel lights of Hyundai’s SEVEN concept.