KONA

Hyundai is pushing the boundaries of progressive, globally aware car-making. With the next-generation KONA arriving in Electric, Hybrid and Performance variants, it is reinventing the future of urban mobility.

When personal ambition must balance with social conscience, the KONA’s spectrum of sustainable technology and suite of innovations moulds the drive to your world, whatever you live for.

Whether you are a future-focused tech savant, an eco-conscious commuter or simply a chaser of thrills, there is a KONA for you. To match the technology under the bonnet, Hyundai and AKQA brought in cutting-edge production for four films, each speaking to a different notion of living in the future and framing the car’s innovations and details as sparks of inspiration.

Shot and produced in Amsterdam, the films are set in a surreal metropolitan world, seemingly pulled from the dreams of the most imaginative urban explorer. The city’s lights become murmurations that ripple, cascade and shimmer around the KONA, as if reacting to the protagonist’s every demonstration of new technology.

Designed entirely in Unreal Engine, four expansive abstractions of European city centres were created, then sunk into ethereal time zones. Rendered awash in suggestions of light and space, they became the backdrops for the storytelling.

The films were shot on a state-of-the-art LED volume, combining synchronised camera-crane moves, animation and mirrored projections for surreal plays on perspective, captured in camera. Every element of the backdrop, from city lights to clouds, was custom-built and editable in real time, so the team could render and animate new angles on demand as ideas arrived on set.

Alongside the direction of renowned filmmaker Emile Rafael, the films embraced the boundless possibilities of virtual production to realise the KONA’s promise of living unlimited.