SUMMARY

Concept cars are commonly known as prototypes that showcase a new development in design and technology.

This client had approached Haus, looking for methods to present Hyundai’s 2011 concept car, ‘Curb’, at the North American International Auto Show in Detroit, MI.

What was interesting to me was the conceptualization process, phases of design, and engineering behind a concept car.  This process and visualization was ultimately the primary focus of the spot, titled, “Creation.”

The ‘Curb’ is not just an object of beauty, but also an insight into the exploration of  new design paradigms in transportation design.  Therefore, it was important that this be reflected and communicated both visually and auditorily.

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