Meet INSTEROID – the INSTER’s wild alter ego. The launch campaign of the concept car by Pedro Lourenco, Creative Director at INNOCEAN Berlin, on GoSee
Hyundai Motors unveiled the gaming-inspired INSTEROID concept car in Seoul a few weeks ago, redefining the boundaries of automotive design. Based on the successful INSTER EV, the car is designed not only to challenge expectations for sporty electric vehicles but also to excite a new generation of drivers.
Inspired by motorsports and video games and developed by Hyundai's European design team, INSTEROID boasts a striking look complemented by aerodynamic features such as a prominent rear spoiler and diffuser.
"INSTEROID represents a modern take on the idea of a dream car. It is designed to inspire and create enthusiasm," said Eduardo Ramírez, Chief Designer of Hyundai Design Europe. "This project allowed us to fully embrace unrestrained creativity, drawing inspiration from video games to create an emotional and engaging vision of Hyundai's brand."
The eye-catching campaign film "INSTEROID | A Glitch in the Car Industry" was created by Innocean Berlin, under the creative direction of Pedro Lourenço. "We get to make ads for many new cars, but it's not every day that you get to launch a car that is this different, this exciting. A glitch in the car industry," Pedro Lourenço told GoSee. "The INSTEROID campaign was CD’d by me together with my partner José Gomes, and created by a creative team consisting of Nicolas Montanaro, Ahmet Kilic, Eduardo Bozo and Konstantinos Alexandrakis. The films were directed by Pawel Jermak and produced by FELGA."
More infos via https://www.hyundai.com/worldwide/en/
Agency: INNOCEAN Worldwide Europe GmbH, European Chief Creative Officer Gabriel Mattar, Exec Creative Director Ricardo Wolff, Creative Directors José Gomes & Pedro Lourenço, Senior Copywriter Nicolás Montanaro, Senior Art Director Ahmet Kilic, Art Director Digital Konstantinos Alexandrakis, Senior Copy Writer Eduardo Antonio Muñoz Bozo, Strategy Director Anna Nowak-Otto, Strategist Ilaria Traverso, Chief Operating Officer Susanne Plümecke, Business Director Martin Gülcker, Senior Account Director Sven Kübler, Senior Account Managers Ketevan Kavlashvili & Oliver Soufan & Sheena Rajgarhia (Digital), Head of Production Fabian Barz, Senior Producer Allison Markert, Production Company FELGA, Director / CD Pawel Jermak, Production Coordinator Judyta Staniszewska
Pedro Lourenço is Creative Director at INNOCEAN Berlin and looks back on an impressive career. For six years, he has shaped the agency's creative direction, particularly for major brands such as Kia and Hyundai. Previously, he gained valuable experience at DDB Berlin, AKQA, VCCP, and SID LEE, and lived in Lissabon, London, Amsterdam and now Berlin.
Pedro himself says that his creative career began in the 1980s, in a working-class neighborhood on the outskirts of Lisbon – long before he first worked at an advertising agency. Even as a child, he had a passion for inventing stories and being creative. In a time when money and expensive toys were scarce, he and his brother brought their imaginations to life. One of their favorite pastimes was pretending to be radio presenters. They invented their own "live shows" and recorded them on an old Goldstar cassette deck – an early form of creativity that lives on today in his work as Creative Director.
From impromptu commentary on everyday events to humorous prank calls, Pedro and his brother already knew how to implement big ideas with limited resources. At school, they transformed group presentations into Monty Python-like sketches, which they filmed in their friends' apartments, often dressed in their mothers' clothes. This unconventional approach to creativity, coupled with a tireless sense of humor, continued throughout his professional career and makes Pedro one of the most exciting creative minds in the industry.
More campaigns by Pedro, his team and the agency at innoceanberlin.com
CREDITS
Director Pawel Jermak
Production FELGA
Advertising Agency INNOCEAN Worldwide Europe GmbH
Creative Director Pedro Lourenço & José Gomes
Art Director Ahmet Kilic (Senior AD), Konstantinos Alexandrakis (AD Digital)
Producer Fabian Barz (Head of Production), Allison Markert (Senior Producer)
Copywriter Nicolás Montanaro & Eduardo Antonio Muñoz Bozo
CD Gabriel Mattar (European Chief Creative Officer), Ricardo Wolff (Exec CD)
STRATEGY Anna Nowak-Otto & Ilaria Traverso
ACCOUNT Sven Kübler, Ketevan Kavlashvili, Oliver Soufan, Sheena Rajgarhia
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