Hyundai Motor Company has unveiled a captivating design film, titled ‘Pixel by Pixel,’ as part of an online campaign that highlights the unique Parametric Pixel design featured in its acclaimed EV lineup. This unconventional and engaging campaign showcases the pixel’s significance in an inventive way.
The film takes inspiration from the pixel’s rich history, serving as a bridge between analog and digital eras. It embodies Hyundai’s EV design philosophy, emphasizing the importance of drawing inspiration from the company’s heritage when conceiving the vehicles of the future.
The Parametric Pixel design, first introduced on Hyundai’s ’45’ concept EV at the 2019 Frankfurt International Motor Show (IAA), played a pivotal role in shaping the IONIQ 5, which has gone on to win numerous accolades. The design is a defining element of Hyundai’s EV visual identity, adorning both the front and rear of vehicles like the IONIQ 5 and IONIQ 6, both of which have been honored with multiple prestigious awards.
SangYup Lee, Head of Hyundai & Genesis Global Design, stated, “To become an ICON in the EV era, we wanted to visualize this monumental shift and how it implied the IONIQ’s iconic designs. I believe the pixels inspired by Hangul have embedded our creative spirit and provide a common thread that connects the past, present & future as a symbol for all generations.”
Parametric Pixels are integral to the identity of Hyundai’s EVs and reflect the brand’s vision of “Progress for Humanity.” Sungwon Jee, Global Chief Marketing Officer at Hyundai Motor, commented, “We’re excited to showcase how the pixel connects the era and humanity, and how it has become a core tenet of our visual identity via the ‘Pixel by Pixel’ film based on the entertaining, unconventional creative work targeting Gen Z.”
Hyundai’s ‘Pixel by Pixel’ design film exemplifies the company’s commitment to embracing innovation, drawing from its heritage, and inspiring future mobilities. It showcases how pixels have become a symbol of unity between generations and eras, aligning with Hyundai’s vision for a progressive and sustainable future.