Army of Marching Robots Lock Step For Hyundai Santa Fe
Los Angeles-based SWAY Studio crafted the marching band-like precision CGI in this spot for the new Hyundai Santa Fe dreated by Dalls-based The Richards Group. In the ad, 362 robots movie with marching band finesse in acknowledgment of the 300 or so actual robots in the new Alabama Hyundai manufacturing plant. The spot broke yesterday.
So that all you creative and production types can appreciate the work SWAY did on this, we'll let the press release do the talking here: "SWAY started with a live action performance that involved a professionally choreographed dance team. Each member specialized in a particular dance style, including hip-hop, krump and vogueing. Due to the fast-paced routine and individual subtleties of the dancers, SWAY decided not to use motion capture to produce the animation. Instead, SWAY shot the dancers with multiple high-definition cameras, both at normal speed and in slow motion, to fully capture the details and intricacies of their movements. For the commercial, the dancers' movements were interpreted by SWAY's character animation team to develop the movements for the CG robots."