What happens when you need to tell a legacy story of an iconic brand but have no archival footage to work with? We turned to AI for answers.

For over 30 years, Hyundai has been an iconic automotive brand in Australia and in early 2024, it was on the verge of celebrating it’s 2 millionth car sold in our sunburnt country. So they wanted to celebrate. We pitched a stop-motion legacy film, telling the memories of Australians falling in love with the first 90s yellow Hyundai Xcel to the modern marvel of the Hyundai KONA Hybrid. The only problem was, we had no photos, no footage and only three weeks to make it.

Despite it’s contraversies, we turned to AI - more specifically Midjourney - for help us tell this story and create an (almost) entirely AI-generated ad. With thousands of carefully curated prompts, a custom music composition and the masterminds at Heckler, we were able to create a 30-sec film that captures the journey of one car to two million cars in Australia that felt like it could rival any family photo album.

Credits
Creatives: Ash Myburgh, Brodie Evans, Hannah Melanson
Agency: Innocean
Production: Heckler & Heckler Sound