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28 August 2019

Stuck in reverse.

by Andrew MacGregor


Hyundai: “Forward Thinking Drama on ITV” - 90s

South Korean car manufacturer Hyundai are the latest brand to hit the rewind as they promote their sponsorship of ITV Drama. Drawing inspiration from any noirish crime series you'd care to mention, a series of idents obliquely depict the aftermath of a diamond heist, as numerous parties aim to reap the spoils.

Like other arty thrillers before it, the whole thing is presented with footage played in reverse. This device may be overly familiar at this stage, but moody lighting and off-kilter sound design ensure a polished diversion before and after the main event.


Creative: Adina Cioceanu ♀
Film Production: Dog Eat Dog Ⓟ Ⓦ
Director: Claas Ortmann
Producer: Campbell Beaton
Production M'ger: Janna Bartlett
Executive Producer: Mark O'Sullivan / Harvey Ascott
Editor: Brendan Jenkins Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: UNIT Ⓟ Ⓦ
Sound Designer: Owen Griffiths

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