We created the equivalent of being able to tug on the silk cover, but only a little at a time.
Hyundai i40 - The Art of the Live Reveal How do you reveal a car without showing it?
Pre-launch teaser for the i40, one week before Geneva auto show debut. The challenge: generate desire for a vehicle no one could see yet. We placed the actual car in a German warehouse under a grid of 200 lights. Then gave anyone, anywhere, control - 10 lights at a time, like shining a torch across the body, revealing fragments. Three live cameras streamed it back to their screens in real-time. Strategic concealment. Interactive restraint. Global participation. The campaign generated significant press buzz and proved that sometimes what you don't show matters more than what you do.
Case study - The art of the live reveal
Hyundai Genesis - Luxury Revealed
A digital journey capturing luxury, power, and elegance - crafted to inspire and elevate the reveal experience.
Digital reveal platform for Hyundai's premier luxury model. Built an immersive experience that captured Genesis's sophistication - sleek animations, high-resolution imagery, and interactive exploration of every angle. Users could dive into specifications, performance, and design details. Not just information architecture - anticipation architecture. The site positioned Genesis where it belonged: at the top of Hyundai's lineup, and in users' consideration.
Credits
Created at Hi-ReS! 2011 and 2015 with sister company Nanika, nanikawa.com