Innocean Worldwide recently commissioned Tobias Hutzler to shoot the Hyundai Santa Fe. The concept was to communicate that this was not a typical SUV—that it’s a thrill to drive, even though you may just be using it for a simple run to the grocery store.
“I developed a lighting concept that symbolizes the beauty and elegance and at the same time the power of the car,” explains Tobias. “I used a mixture of soft and hard light reflections to suggest the dual concepts of a family car and excitement.”
Agency: Innocean Worldwide
Senior art producer: Chrissy Borgatta Liuzzi
Senior art director: Arnie Presiado
Creative director: Robert Prins
Product specialist: Lawrence Chow
Car prep: Car Prep Inc.
Production: Scott Davis, Planet PrePro, Los Angeles
Assistants: John Lichtwardt, Erick Bech, John Shin
Studio: South Bay Studios, Los Angeles