Shaping the future together,
Pixel by Pixel
8 minute read
Did you know that Hyundai introduced the pixel design for the first time in the automotive industry? Hyundai pixel, a 'common thread' between past & future, is closely aligned to our brand vision, conceiving the design of future vehicle by taking an inspiration from the past heritage.
Learn more about the "Pixel by Pixel" campaign, where you can experience our past, present, and future, pixel by pixel.
Our latest campaign masterpiece showcases our relentless commitment to pushing the boundaries of excellence by celebrating the fact that we are the first automotive brand to introduce pixel design to cars. “Pixel by Pixel” highlights the representative visual identity of Hyundai's revolutionary parametric pixel light design while capturing its spirit in a witty, unconventional, and powerful way.
Join us as we unlock the doors to a captivating new chapter in Hyundai's story and be part of the collective force that aligns with our vision: 'Progress for Humanity'.
A pixel alone can only blink. More pixels can create.
In many ways, we are all like pixel lights. Individually, we might lack the power to make a substantial impact. But, when we collaborate and work together, we shine brighter - just like pixel lights.
Here at Hyundai, we believe that by supporting one another and working in harmony we can build a stronger, more resilient, and better-connected community. And what better way to show that than through a film that celebrates the humble pixel light?
When we unite and
co-create, we shine brighter
– just like pixel lights.
Our “Pixel by Pixel” film centers around a choreographed dance where every dancer represents a single pixel, each with an LED-cube on their head. During the video, humanity and technology come closer and closer together as the dancers dance their way through the history of the pixel and take us back in time to show us some of the pixel’s many iconic moments.
Three-pixel dancers - red, green, and blue
In the intro sequence of the “Pixel by Pixel” film, three pixel dancers with different color LED cubes dancers with different color LED cubes – red, green, and blue – show off their unique moves based on the rhythmic tempo of the music.
When the red and green dancers synchronize their movement, the yellowish light emanates on the background LED screen. When the blue dancer comes in and the three of them collide with each other, their collective power creates one single white cube. This white cube is then involved in a game of Pong – a table tennis – themed video game that is popular in arcades.
This intro scene is based on the Trichromatic Color Theory, which is also the so-called “RGB” theory, in which RED/GREEN/BLUE (RGB) consists of the three primary colors that create white light.
When all 3 of those lights overlap, they create the WHITE colored light. This is how today’s digital color screens work. If you look closely at the digital screens and zoom in as much as you can, you will see the color combination of red/green/blue which, together, create one bright screen.
During the first part of the film, which represents the past, you’ll see that the pixel dancers only appear in the 3 basic colors of RGB. But, as the scene moves on to show the present and future, the pixel dancers appear in more abundant colors. For example, purple is created by combining red and blue, and yellow is created by red and green. These new colors mark the shift from past to present throughout the film.
Along with the RGB concept, we also share the message that the combination of more than one pixel not only creates a brand-new-color, but also generates a more powerful force that creates an even brighter light. This visual demonstration aligns with the campaign’s message that ‘a pixel alone can only blink, but more pixels together can create something bigger.’ Based on this, we decided to demonstrate the design of our pixel light in an unconventional way, utilizing this 3-color palette.
Hyundai Pixel, a light that connects past, present, and future
At a time when the entire automotive industry has been confronted with the dawn of the EV era, we wanted to visualize how we have taken inspiration from this monumental shift and used this to inform the exterior and interior design of our electric vehicles.
As we are keen to position ourselves as a futuristic and leading EV brand that connects the ICE and EV era, we have taken inspiration for this campaign from the unique history of the pixel, which is a symbol of the connection between the analogue and the digital era.
The pixel existed in the analogue age, well before digital devices were invented, but it is still widely used in today’s digital era.
As many people may remember, the pixel used to be a visual symbol of the past in devices such as black-and-white televisions. Such devices provoke nostalgia for those who grew up watching television on these old TV sets and pixels still have a sense of familiarity.
Pixels have been around us for a long time, and they are now present in digital screens – TVs, smartphones, laptops – as the smallest elements that make up the screens. Therefore, pixels provide a common thread that connects the past (analogue) and the present & future (digital), and are a symbol for all generations.
A symbol of our heritage
We can also say that the power of the pixel represents our design philosophy as we are designing all our future vehicles by taking inspiration from our past and our heritage.
Today’s IONIQ 5 with its parametric pixel lights, along with our N Vision 74 for the future, both originated from the design of our iconic Pony. So, you could also say that we at Hyundai also have a lot in common with the pixel, as our cars and mobility concepts connect the past, present, and future too.
During the past sequence, in the “Pixel by Pixel” film, you can feel the analogue vibe from the Pong game scenes that showcase the Heritage Series Pony, which has a shiny pixelated lamp embedded in the taillight.
When the scene transits into the pixelated message, emoji, and heart icons – which are symbolic of our everyday social media use in the modern digital world – you can also see pixels in the taillight of the IONIQ 6.
Towards the end, you will be immersed in the dynamic and futuristic vibe from the futuristic city and the beautiful pixel lights of our SEVEN concept.
This connective sequence is based on the intergenerational power of the pixel, which permeates the past, present, and future.
Hyundai Pixel, a light that sparks originality
The pixel light design first came into the world when Hyundai Motor Company introduced the Concept 45, the predecessor and inspiration for the IONIQ 5, at the 2019 Frankfurt International Motor Show. As such, we were the first automotive brand in the world to officially introduce the pixel light design and implemented it into our vehicles.
The interplay of Parametric Pixels represents the visual identity of Hyundai Motor Company's electric vehicle. The cutting-edge pixel lights are integrated on both the front and rear of every Hyundai Motor Company's EV.
The front pixelated lights provide an unmistakable light signature unique to our EV line-ups. These small cubic light clusters also appear at the rear of the vehicle and inside the charging door to illuminate the amount of charge and the charging status.
Commemorating our pioneering originality as the first brand to utilize pixel lights in the automotive field, we’re excited to show you how the pixel design has become a core tenet of our visual identity in the “Pixel by Pixel” film.
Ready to discover the many ways that we have used pixel lights in our cars? Check out Hyundai Motor Company's IONIQ line-up and enjoy our retro yet futuristic light designs for yourself. To discover more of our cars and learn more about our heritage, follow @hyundai on Instagram.