Hyundai India, in collaboration with GQ Magazine, wanted to do an episodic series for Ioniq 5 to tell the audience about their successful journey by showcasing subtle power stories of celebrities like Smriti Mandhana, Garima Arora and Malhar Kalambe. They wanted to show how different personalities have overcome difficulties in their life and link it back to the seamless features of the car.

Ioniq 5 is positioned to be the confident, supportive companion of choice for those who believe in their power, supporting them in their efforts in writing their power story.

For the easy going and powerful, premium yet relatable feel, we needed to align with the car’s personality to be sustainable, stylish and most importantly give the ability and power to explore, reimagine and relive.

For each celebrity, we had specific locations as per the demand of the story and celebrities’ lifestyle. With this we were able to marry the personality of the artist and the car which in turn leads to a relatability factor. The idea was to make the film impactful and relatable, both visually as well as through narration.

For Smriti, we wanted to show her preparation for and winning matches, with a dream to deliver the best and embrace every moment. For this, we start with her mental preparation to start practising for her next tournament. How, from the initiation of her journey, to the nets, she gets over disappointments, confusion and doubts, converting the energy positively and initiating her practice to reach her goals. 

For Garima, we wanted to show her celebrating the power of friendship. In this short ad film, she speaks about how her college best friend Anisha has been with her through thick and thin. The story revolves around how in a time where friendship is rare and difficult to make and maintain, we must celebrate the ones that have survived the test of time.

We also had to integrate the product to the story showcasing Ioniq 5 as the perfect partner in supporting the artists in creating and writing their power story.

This was done by showcasing the features of Ioniq 5, from fast charging, live navigation, charging points, footrests to relax on, auto-closing boot door, power generator mode that lights a small grill, reclining back seats, crystal clear audio system, etc., as convenient and supportive at every phase of life.

The background score and narration for the celebrities were selected keeping in mind the environment and and surrounding suiting to each celebrity. An upbeat background score partnered with an inspiring narration amidst a training field helping inspire the audience to create their own power stories or a calm yet sophisticated background score partnered with an inspiring narration amidst a very quant setup making the audience want to experience something similar on their own.

For a consistent visual Composition, we ensured that we keep the concentration on the celebrities, keeping the shots very close and aesthetic in nature. 

Styling was done keeping in mind that the film revolves around the activities and apt and relevant surroundings to the celebrity. Even the hair and makeup was synched with this style.