INNOCEAN

The INNOCEAN agency exploited the power of storytelling in a unique way by creating a dramatic thriller using footage filmed exclusively with seven on-car cameras. The technical limitations gave birth to an entirely fresh visual experience that set new benchmarks in experimental filmmaking. “Night Fishing” thus authentically emphasises the innovative power of the Hyundai IONIQ.

Interview with Night Fishing Team

Red Dot: Why did you choose experimental film as a medium?

Today’s audiences are fatigued by the endless flood of content on YouTube, Instagram and TikTok, yet they still respond passionately to high-quality messages. Film is one of the most powerful platforms for storytelling and we wanted to create something that people genuinely wish to see. We adopted the strategy of removing all mentions of the brand to instead focus exclusively on quality. Then we adapted the visual language of the cinematic industry to create an experimental short film, but instead of uploading it for free viewing on YouTube, as most brands do, we released it in cinemas and set a symbolic ticket price of one dollar. Ironically, this unconventional approach made people want to see the film even more.

From a filmmaker’s perspective, what was exciting about dealing with the technical limitations?

The fixed-angle cameras were both a limitation and a thrilling challenge. We had to think carefully about how to tell the story within this narrow framework, and how to capture complex emotions and movement. So we used off-screen sound, letting the audience hear what was happening beyond the frame so as to spark their imagination. It became an effective storytelling tool. Without the premise of shooting entirely with on-car cameras, “Night Fishing” wouldn’t even exist. What initially felt like a limitation ultimately became the spark that made this project possible.

Do brands benefit from being bold and experimental?

It takes tremendous courage to sign off on a project that focuses so strongly on content without showing the logo or any brand message for even a second. It’s a kind of gamble. “Night Fishing” is the result of brave decision-making. we think this direct and experimental approach resonated strongly with Millennials and Gen Z, who are arguably the most ad-sceptical generations in history.