Twenty-eight Performing and Screen Arts ākonga have been split into four teams and given a creative brief to produce a television commercial or a content series for Hyundai’s brand new TUCSON Hybrid Series II.

The content must adhere to brand guidelines and be usable across digital channels including social media.

The week-long shoots commenced on Monday 5 May in the film studio of Building 108 with external locations also to be used.

“Performing and Screen Arts at Unitec values industry alignment, and the opportunities this multidisciplinary project gives students to deliver at the highest possible professional level,” says Head of School, Creative Industries, Vanessa Byrnes.

“This partnership with Hyundai NZ aligns beautifully with our desire to be responsive to diverse settings, and has provided a fabulous chance to experiment with both form and content. Hyundai has been an excellent partner, understanding the students’ needs while working at speed to create content. Huge thanks to Larry Justice and the Screen team.”

Academic Programme Manager Michael North says the collaboration is part of an elective class called ‘Client Project’ which comprises second and third-year acting, Dance and Screen Arts students.

“Right from the start at our first meeting, Hyundai showed a desire to work with students and push the boundaries of what’s possible with this Project,” he explains.

“The purpose has been to produce high quality content designed for a targeted demographic group that happens to sit outside the students’ comfort zone. This has accelerated the skillsets of our Year 2 and Year 3 students. We are thrilled to see the results of a very good process.”

Partnering with Unitec aligns with Hyundai New Zealand’s Pinnacle Programme which was started in 2004 to identify young New Zealanders with potential, develop their skills and prepare them to be this country’s next generation of leaders.

“Collaborating with Unitec on this film project for the new TUCSON aligns seamlessly with our long-standing tradition of working with students and future leaders. As a New Zealand owned business, we believe that local partnerships like this are essential to our role in the community,” says Scott Kelsey, CEO Hyundai New Zealand.

The Unitec student groups presented their concepts to Hyundai NZ’s management in April. The company approved four concepts and instructed the teams to come up with engaging and informative content which highlights the features, design, performance and technology of the new TUCSON Hybrid Series II.

The goal is to showcase the vehicle’s versatility, appeal, and benefits to a diverse audience, including potential customers and automotive enthusiasts, and drive more leads and sales.

The target demographic is New Zealanders aged 40+, which is older than the general new car market.

Unitec student Mell De Castro, who is the director for Team ‘Elevate Studios’, says the project has been challenging, but they’ve learnt a lot about industry standards.

“The main challenge for our team was the short amount of time to brainstorm and agree on our concept and then getting our ideas down to a thirty second time slot,” she explains.

“We are shooting two sets of videos aimed at getting our audience to fall in love with the idea of driving again. The last thing you want to do at the end of a working day is driving home in a car you don’t like. We want the audience to enjoy driving home in this car so we’re showcasing how sleek and comfortable the car is.”

De Castro says the team watched a lot of Hyundai ads to understand the company’s brand aesthetic.

There is even more incentive for the students with the four teams vying for a cash prize.