Hyundai’s “Night Fishing,” created by Innocean, redefines branded entertainment by transforming the car from a passive product into an active storyteller. Shot entirely using seven cameras mounted on an IONIQ 5, the film immerses viewers in a humanistic thriller set at an EV charging station.
By capturing the unfolding narrative through the car’s perspective—employing built-in cams, surround-view monitors, and digital side mirrors—the approach subtly showcases Hyundai’s advanced safety technologies, such as blind-spot reduction.
Acknowledging modern audiences’ shorter attention spans, Hyundai embraced the concept of a “snack movie”—a cinematic bite tailored to today’s fast-paced content habits. Clocking in at roughly ten to thirteen minutes, “Night Fishing” officially premiered in CGV theaters across South Korea with an accessible ticket price of about 1,000 KRW (roughly $0.73), ensuring mass engagement and positioning the piece as real entertainment rather than mere advertising.
The creative team enlisted K‑movie star Son Seok‑gu to lead the cast, with Palme d’Or-winning director Moon Byoung‑gon behind the helm. Their collaboration delivered a gripping plot accentuated by the car’s vantage, elevating the story without revealing the full vehicle on screen—or veering into overt product placement.
Critics and audiences alike celebrated “Night Fishing.” It sparked buzz even before release, screened in film festivals such as Sundance’s ChefDance program and entered the Fantasia International Film Festival competition. It also secured the Best Editing award at Fantasia and garnered three Gold awards at the Korea Advertising Awards—for Film Craft, PR, and Branded Content—validating its creative ambition.
By weaving Hyundai’s automotive technology into an emotionally compelling short film, “Night Fishing” transcended traditional commercials and resonated with ad‑resistant audiences. The strategic use of vehicle-mounted cameras reimagined the car as cinematographer, while the theatrical “snack movie” format delivered a fresh, engaging way to connect with consumers. In doing so, Hyundai not only entertained but also advanced its brand ethos—melding innovation, storytelling, and safety in a single memorable experience.
AWARDS
Cannes Lions 2025
D&AD 2025
- Yellow Pencil in Film (Innovation)
- Wood Pencil in Film (Cinema Commercials Over 180 seconds)
CREDITS
Client: Hyundai Motor Company, Seoul
Creative Agency: Innocean, Seoul.
Production Companies: PLANIT; Stannum.
Country: Republic of Korea.
Actor: Sukku Son.
Agency Producer: Bae‑Sung Kim.
Art Director: Eun‑Ha Oh.
CEO & Founder: Suyoun Choi.
Chief Creative Officer: Jung A Kim.
Cinematographers: Kyuyeon Lee; Wonwoo Jung; Taewoo Kim.
Copywriters: Doyu Yang; Seung‑Ha Rhee.
Creative Director: Nari Moon.
Creative Technologist: Hye‑Dong Roh.
Director: Byoung‑Gon Moon.
Executive Producers: In‑Ah Lee; Young‑Hwi Seo.
Sound Design Executive Producer: Heekook Hur.
Sound Designers: Hyunji Shin; Ehyun Moon.
VFX Artists: Chohwi Park; Heeji Kim; Hyeongbin Yoon; Yookyung Hong; Jiyoung Kim; Chiyoung Park; Youjin Lee.
Film Production: Markenfilm Asia.
Post Production Company: LOCUS.
Sound Production: Stone Sound.
Account Directors: Bo‑Kyung Kim; Min Kang.
Account Executives: Sarah Yuna Choi; Sejin Sam Kim.
Chief Marketing Officer: Sungwon Jee.
Executive Group Account Director: Hak‑no Hayden Yun.
Head of Brand Marketing: Jumi Kim.
Heads of Marketing: Bongjo Kang; Sae‑mi Shin.
Managers: Jiyeon Che; Eugene Song.
Producers: Zooran Im; Daniel Bongard; Moonju Jeong.
Senior Account Director: Gye‑Eun Chang.
Senior Managers: Seokhyun Alex Oh; Boyoung Joo.
