Hyundai Motors MIGHT

Launch Event Unveil


The 2015 Seoul Motor Show was held at the KINTEX exhibition center in Ilsan, Korea. Sangwha worked in the production of a stunning robot performance to introduce Hyundai’s “All New Mighty” line. The performance unveiled at the event was the result of a 3 year R&D process on how to utilize robots, typically employed as assembly tools for industrially manufactured goods, to enable amazing performances in the new media and advertising fields. 

For the performance, two robotic arms where employed to hold and move 8 large displays in front and above a vehicle on a turn table. Visually, computer graphics were used to show various car specs while featuring the car in perspective through X-ray type visual effects.