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Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

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Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
(Press-Release)-Hyundai-Motor-Highlights-the-Power-of-Pixels-in-Design-Campaign-about-EV-Signature-Lighting.docx

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK01-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK02-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK03-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK04-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK05-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK06-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK07-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK08-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature LightingHyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK09-Hyundai-Parametric-Pixel-Design-Film.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK10-Hyundai-Parametric-Pixel-in-Hyundai-Heritage-Series-PONY.jpg

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
MK11-Hyundai-Parametric-Pixel-in-IONIQ-6.png

Art & Design Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting
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Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

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Art & Design 202311010830
Hyundai Motor Highlights the Power of Pixels in Design Campaign about EV Signature Lighting

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  • This unconventional and creative film celebrates Hyundai Motor’s innovative use of parametric pixel lights as a design signature of its award-winning EVs
  • In the film, a seamless fusion unfolds between human artistry and technological innovation as dancers gracefully navigate through the annals of pixel history
  • This immersive visual journey shows how pixels connect the past, present and future as a common thread, which is integral to Hyundai’s EV design philosophy

Hyundai Parametric Pixel
Hyundai Parametric Pixel
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Hyundai Parametric Pixel | Pixel by Pixel
0:58 minutes view
IONIQ 5 IONIQ 5 IONIQ 6 IONIQ 6

SEOUL, November 1, 2023 – Hyundai Motor Company today debuted a design film, ‘Pixel by Pixel,’ as part of an online campaign that showcases the signature Parametric Pixel of its acclaimed EV lineup in a witty, unconventional and powerful way.


The ‘Pixel by Pixel’ design campaign started on October 31 with the release of teaser images on Hyundai Motor’s worldwide social media channels. The film released today takes inspiration from the unique history of the pixel as a common thread linking the past (analog), present and future (digital) eras. As such, the pixel represents Hyundai Motor’s EV design philosophy: to conceive future vehicles by taking inspiration from the company’s heritage.

To become an ICON in the EV era, we wanted to visualize this monumental shift and how it implied the IONIQ's iconic designs. I believe the pixels inspired by Hangul*  have embedded our creative spirit and provide a common thread that connects the past, present & future as a symbol for all generations.

*The Korean alphabet

SangYup Lee, Executive Vice President and Head of Hyundai & Genesis Global Design
SangYup Lee

Executive Vice President and Head of Hyundai & Genesis Global Design

Hyundai Motor first showed the Parametric Pixel design on its ‘45’ concept EV model, the predecessor and inspiration for IONIQ 5, at the 2019 Frankfurt International Motor Show (IAA), becoming the first automotive brand to implement the pixel light as part of a consistent design language on its EVs. The ‘Pixel by Pixel’ campaign celebrates that innovation.


Parametric Pixels represent the visual identity of all Hyundai EVs. They are integrated on both the front and rear of IONIQ 5 and IONIQ 6, back-to-back triple winners of the World Car, World Electric Vehicle and World Car Design of the Year awards. The front pixelated lights provide an unmistakable design signature unique to its EV lineup. 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.

We can say that the power of the pixel represents our brand vision – Progress for Humanity – as we are envisioning the future mobilities by taking a meaningful inspiration from our past and heritage. We’re excited to showcase how the pixel connects the era and humanity, and how it has become a core tenet of our visual identity via “Pixel by Pixel” film based on the entertaining and unconventional creative work targeting Gen Z.

Sungwon Jee, Senior Vice President and Global Chief Marketing Officer, Hyundai Motor Company
Sungwon Jee

Senior Vice President and Global Chief Marketing Officer, Hyundai Motor Company

Telling the story of pixels through dance

Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film PNG 1.8 MB
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film PNG 2.3 MB
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film PNG 1.1 MB
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film PNG 2 MB
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Pixel by Pixel Design Film
Three RGB Pixel dancers harmonize in choreographed performance
4 photos Total 7.2 MB
Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film Three RGB Pixel dancers harmonize in choreographed performance in Pixel by Pixel design film
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The ‘Pixel by Pixel’ film revolves around a choreographed performance in which each dancer symbolizes an individual pixel, characterized by an LED cube atop their head. Throughout the film, a seamless fusion unfolds between human artistry and technological innovation as the dancers gracefully navigate through the annals of pixel history to skillfully transport the viewer on a journey back in time, unveiling some of the most iconic moments in the evolution of the pixel.


In a mesmerizing display based on the Trichromatic (RGB) Color Theory, three pixel dancers wearing red, green and blue LED cubes showcase their unique choreography. As the red and green dancers harmonize their movements, a vibrant yellowish light emanates, creating a stunning backdrop on a LED screen. The arrival of the blue dancer and their ensuing collision result in the remarkable formation of a single white cube.


‘Pixel by Pixel’ conveys the message that the collective power of multiple pixels not only yields a spectrum of fresh colors but also generates a more potent force, illuminating an even brighter path ahead. This immersive visual journey resonates deeply with the campaign’s central message: ‘A pixel alone can only blink, but more pixels together can create something bigger.’

Three RGB cubes join together to make a single white cube and become a part of the game of Pong
Hyundai Parametric Pixels are shown in the tailight of the Hyundai Heritage Series PONY
Pixels come together to show a heart emoji, the hallmark of the digital era
Hyundai Parametric Pixels are shown in the tailights of the IONIQ 6
Hyundai Parametric Pixels are shown in the headlights of the SEVEN concept
Three RGB cubes join together to make a single white cube and become a part of the game of Pong JPG/PNG 2.4 MB
Hyundai Parametric Pixels are shown in the tailight of the Hyundai Heritage Series PONY JPG/PNG 215 KB
Pixels come together to show a heart emoji, the hallmark of the digital era JPG/PNG 1.8 MB
Hyundai Parametric Pixels are shown in the tailights of the IONIQ 6 JPG/PNG 1.5 MB
Hyundai Parametric Pixels are shown in the headlights of the SEVEN concept JPG/PNG 1.4 MB
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Pixel by Pixel Design Film
As pixels connect the analog and digital era, Hyundai Parametric Pixel connects the past, present and future of Hyundai Evs
5 photos Total 7.3 MB
Three RGB cubes join together to make a single white cube and become a part of the game of Pong Hyundai Parametric Pixels are shown in the tailight of the Hyundai Heritage Series PONY Pixels come together to show a heart emoji, the hallmark of the digital era Hyundai Parametric Pixels are shown in the tailights of the IONIQ 6 Hyundai Parametric Pixels are shown in the headlights of the SEVEN concept
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The symbolic white cube then takes center stage in a nostalgic game of Pong, reminiscent of the beloved table tennis-themed video game that once graced arcades and early personal computers during the dawn of the digital era. This captivating visual narrative underscores the unchanged principle behind today’s digital color screens, implying the pixel can be a connection to different eras.


During the ‘Pixel by Pixel’ past sequence, the analog vibe can be seen in the Space Invader and Pong game scenes that showcase the Hyundai Heritage Series PONY, which has a shiny pixelated lamp embedded in the taillight. When the scene transitions with the pixelated message, emoji and heart icons — hallmarks of the digital era — IONIQ 6’s Parametric Pixel taillights are shown. Towards the end of the film, the viewer is immersed in the dynamic and futuristic vibe from the city of tomorrow and the beautiful pixel lights of Hyundai Motor’s SEVEN concept.

Daehyun Shin

Global PR Strategy & Planning · Hyundai Motor Company

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About Hyundai Motor Company

Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,’ Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of sustainable future for the world, Hyundai will continue its efforts to introduce zero emission vehicles equipped with industry-leading hydrogen fuel cell and EV technologies.


More information about Hyundai Motor and its products can be found at:

https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai


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