High fashion meets upcycled car parts in this graceful film from the Builders Club team anchoring the campaign for Hyundai’s Re:Style 2023 couture collaboration with American fashion designer Jeremy Scott.
Rory Cahill, CD at Builders Club in London: “Hyundai gave us the freedom to interpret the themes of sustainability and innovation in abstract and artful ways.
“It was invigorating to be trusted with a project where the sole purpose is the exploration of these two themes and a demonstration of creativity rather than a push to sell a particular product, and in turn, we wanted to respond in a way that was both intriguing and uplifting.
“Innocean brought Builders Club onboard for Re:Style 2023 with the aim to expand its audience reach through innovative design and Jeremy Scott who is known as ‘fashion’s last rebel’ was the perfect collaborator to emphasize this goal.
“It was invigorating to be trusted with a project where the sole purpose is the exploration of these two themes and a demonstration of creativity rather than a push to sell a particular product.”
“Scott was to create avant-garde looks by using discarded car materials, from tires and seat belts to side mirrors and handles. These materials either came from eco-friendly Hyundai cars like the IONIQ 6 or were recycled materials from scrap cars.
“The protagonist is a computer-generated character existing in a computer-generated simulation. What she embodies is ingrained in the world of computer technology and innovation so scanning the model was the perfect creative choice to ensure she integrated seamlessly with our recreation of Jeremy’s garment and the environment.
“The production team traveled to Los Angeles to do the 3D scan of the model. Then back in the main studio, in London, the Builders Club team worked on transforming car parts and materials into the outfit.
“The project debuted at a Hyundai event in Seoul and then was distributed globally online across the website, social and online advertisements.”
Marketing Manager: Yoo Jin Jang
Producer: Jenny Byun
Production: Builders Club
Creative Director: Rory Cahill
3D Scanning: Ruckus
Producer: Sabrina Mossberg
Grade: Electric Theatre Collective
Colorist: Connor Coolbear
Music/Sound Design: We Are Father
Composer/Sound: Joe Farley, Freddie Webb, Fred Meyers
Talent: Nicole Tiedmann