By Steve & Tamami Laser
While humanity continues to search for intelligent life in outer space, we tend to overlook the fact that humans are already there, orbiting the Earth aboard the International Space Station. One astronaut’s enterprising young daughter back on the ground found a way to send a message to her dad that he will never forget.
That’s the story behind Hyundai Motor Company’s latest effort as part of the brand’s “New Thinking” approach – to connect the most distant of families – while setting a world record in the process. When the daughter of an astronaut on the Space Station had a special hand-written note to send to her father, Hyundai developed an “out of this world” way to drive it home.
The new campaign, “A Message to Space,” revolves around Stephanie, a 13-year-old girl from Houston, Texas whose father is an astronaut and often away on space missions for many months at a time. Hyundai conceived of a way to write her note to her dad in REALLY BIG lettering.
“We’re going to make it into a size so big that her dad will be able to see it from outer space,” said Creative Director Gunn Ho Park. “In this film, we’re trying to show that a car can be more than just a means of transportation. The Genesis can’t bring Stephanie to her dad in outer space, but it can help bring her message to her dad. And I hope through this project it will bring Stephanie and her dad even closer than before.”
Using the Delamar Dry Lake in Nevada as a blank canvas, Hyundai dispatched 11 Genesis cars to write a message covering an area more than one-and-a-half times that of New York City’s Central Park. (video: Hyundai Worldwide)
“We started working on this project from Korea, Los Angeles, and even some European teams as well,” said Production Director Vincent Reynaud. “The challenge was to create something that could be seen from space. We took weeks laying out and drawing with GPS with a pretty substantial crew to make sure that the drivers would know where to drive.”
Land Surveyor Eric Boghossian added, “We used satellites to locate the perimeter and then we placed the image that we were trying to project. And then we just rotated it in place and laid it out once we obtained GPS coordinates of what we needed.”
Selecting a car that was up to the challenge was the next part of the mission. “There’s a huge demand to do these types of things with precision, endurance of the vehicle, its agility, its handling, nimbleness,” said Stunt Coordinator Craig Hunter. “The Genesis was the final selection. It worked perfectly out here and as you can see it’s an absolutely desolate location, and the heat, the terrain, it was quite difficult. The vehicle holds up to all of its statements.”
This video goes behind the scenes to show how the entire process took place thanks to an amazing team of dedicated players. (video: Hyundai Worldwide)
“Considering the possibility of rain and wind, it was really important to finish every shot in a very limited time,” said Director of Photography Patrick Duroux. “To do this we had to deploy a large variety of technical devices. A helicopter with shot-over system, a camera stabilization system and many other types of cameras were used.”
The “Officially Amazing” Guiness World Records® website states: “The largest tire track image measures 5,556,411.86 m² (59,808,480.26 ft²) and was achieved by Hyundai Motor Company (Korea) at Delamar Dry Lake, Nevada, U.S.A., on January 18, 2015. Eleven Hyundai Genesis vehicles were used to create the image, which resembled a handwritten message from a girl to her astronaut father, which was actually seen by her father from space.”
Guinness World Records Adjudicator Michael Empric said, “Hyundai Motor blew it out of the water with an incredible achievement. What’s even more amazing is seeing it take shape in person over such a large space. It’s a truly incredible achievement. And it is Officially Amazing.”
While the record is a great achievement for all involved, it’s the human side of the story that has the happiest of endings. “It is very rewarding to have worked on it for so long, to have involved so many people, everybody just gave it their heart, passion,” said Reynaud. “And at the end to see Stephanie and her father bringing a smile to their faces is very, very rewarding.”
News source, photos and videos courtesy Hyundai Motor Company
Story ©2015 CarNichiWa.com