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19 November 2020

Visual magic.

by Jason Stone

Hyundai: “I'm In Charge” - 90s

The success of a commercial like this becomes entirely reliant on the visual dimension and, in lesser hands, it could easily fade into the background as is often the way with advertising which adopts this tone. But because director Amber Grace Johnson has elevated this film with a stunning cascade of beautiful imagery, it stands out a mile. She and cinematographer Rob Hardy have delivered a film which, when you consider it was made under the trying circumstances of lockdown, is simply unbelievable.

Many of the vignettes are mini works of art, and they come together so successfully that you barely notice that the script itself is a pretty routine series of automotive claims for the modern era, and you find yourself instead drawn to the broader idea of Hyundai as an important force in the realm of carbon-neutral technology.

For every creative department with a lingering reluctance to hand car commercials to female directors, this is a wake-up call. Johnson has delivered a film which goes above and beyond anything that the agency could have hoped for. And it's notable too that she was assisted in this by a female editor and a female colourist. Viva, la Sisterhood.

Film Production: Object & Animal Ⓟ Ⓦ
Director: Amber Grace Johnson
Production Services: Radioaktivefilm Ⓟ Ⓦ
Cinematographer: Rob Hardy
Production Designer: Marco Bittner Rosser
Stylist: Larissa Bechthold

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.