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Peter Schreyer's Roots and Wings
Agency INNOCEAN Worldwide Europe / Berlin + Hyundai Motor Europe / Frankfurt am Main + Hyundai Motor Group / Seoul + Trigger Happy / Berlin
Category
Craft / Art Direction
Annual ID
OS22_BE093M
About the Work
Peter Schreyer’s Roots and Wings is a short, playful film starring the worldwide chief design officer of the Hyundai Motor Group - one of the most influential designers of our time. At the same time, the prestigious Publishing House Gestalten launches a special book called 'Roots and Wings' about the visionary designer, responsible for the births of some of the most iconic cars ever like the Audi TT, the new Volkswagen Beetle and lots of Kia, Genesis and Hyundai models.
The film takes us to an Austrian mountain top, the place where Schreyer was hiking one day in 2006, when he received a call that changed his life. He was asked to come to Korea to work for the Hyundai Motor Group. The story that followed, became the main topic for this short film and book.
The film is a joyful short about the achievements, the design philosophy and above all the humanity of the German designer. It shows how one man helped two polarizing cultures merge to create something unique.
The director worked closely together with the editor & animator and a graphic design duo. The team somehow formed a dadaist movement creating this piece of communication.
The film takes us to an Austrian mountain top, the place where Schreyer was hiking one day in 2006, when he received a call that changed his life. He was asked to come to Korea to work for the Hyundai Motor Group. The story that followed, became the main topic for this short film and book.
The film is a joyful short about the achievements, the design philosophy and above all the humanity of the German designer. It shows how one man helped two polarizing cultures merge to create something unique.
The director worked closely together with the editor & animator and a graphic design duo. The team somehow formed a dadaist movement creating this piece of communication.
2022 Awards
Total Points: 3
Merit
Credits
Agency
INNOCEAN Worldwide Europe / Berlin
Client / Brand
Hyundai Motor Europe / Frankfurt am Main
Hyundai Motor Group / Seoul
Production Company
Trigger Happy / Berlin
Creative Director
Shelley Lui
Director
Johan Kramer
Director of Photography
Douwe Hennink
Executive Creative Director
Ricardo Wolff
Chief Operating Officer
Jonathan Hill
Head of Production
Fabian Barz
Senior Account Director
Sven Kuebler
Brand Communication Strategy Manager
Hyang A Kim
Business Director
Björn Wilke
Color Grading
Delfina Mayer
Creative Strategy & Communications Manager
Soo Jin Boehning
Director Marketing
Laura Rathai
Editor & Special Effects
Camille Boumans
European Chief Creative Officer
Gabriel Mattar
Graphic Design & Animations
From Form
Head of Brand Strategy & Campaign
Andrea Razeto
Head of Creative Futures
Alberto Formento-Dojot
Junior Art Director
Seine Kongruangkit
Junior Copywriter
Giovanna Pereira
Javier Granados
Music
Sounds by Thomas
Vice President Marketing & Product
Andreas-Christoph Hofmann
Worldwide Chief Design Officer
Peter Schreyer
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