SEOUL, Nov. 3 (Korea Bizwire) – On Wednesday, Hyundai Motor unveiled a promotional campaign video titled “Pixel by Pixel” to showcase “Pixel Design,” a fundamental element of its electric vehicle design philosophy.
The video made its debut on Hyundai’s global YouTube channel and was distributed through digital channels in ten prominent international markets, including the United States, Germany, the United Kingdom, France, and Indonesia.
“Pixel” is a central design component in Hyundai’s electric vehicle lineup, representing the harmonious blend of analog and digital aesthetics across generations. Hyundai clarified that the pixel, which originally existed in personal computers (PCs) during the early stages of the analog era, is now the fundamental unit that comprises a computer monitor in the modern digital world.
For the analog generation, the pixel is a nostalgic element that evokes memories, while for the digital generation, it is seen as a contemporary form of art with enduring significance.
Hyundai Motor’s ‘Parametric Pixel Light’ (Image courtesy of Hyundai Motor)
The new video focuses on the aesthetics of “parametric pixel light” in Hyundai’s past (Heritage Series Pony), present (Ioniq 6), and future (Seven Concept) vehicle designs.
In a scene that represents the past, the video features the Heritage Series Pony, transformed into a modern pony restomod, and a game of Pong, a cherished relic from the past, rendered with pixels.
As the video transitions to the present, it showcases pixelated emoticons, message icons, and other elements familiar to modern individuals in the digital age.
The video culminates with a dynamic and futuristic portrayal of the ‘Pixel Future City’ and ‘Seven’ concept pixel lights.
The video’s concept is centered around a military-style dance performance featuring dancers wearing pixel LED masks.
A Hyundai representative commented, “The symbolism of the ‘pixel,’ which unites different eras, aligns with Hyundai’s brand philosophy of ‘Progress for humanity,’ drawing inspiration from our heritage to shape a vision of mobility for both the present and the future.”
Hyundai Motor’s ‘Parametric Pixel Light’ (Image courtesy of Hyundai Motor)
Kevin Lee (kevinlee@koreabizwire.com)
