Play the City, Hyundai E&C
Hyundai E&C
Period
2025Q4
Format
Brand Campaign
Location
Seoul
Overview
A brand film for Hyundai E&C that uses the metaphor of a city-building simulation game to present the company’s accumulated technological expertise and future business vision.
Thematic
Clarifying Brand Vision
What We Did
Brand film planning, live-action filming, generative AI video production, post-production
Context
Hyundai E&C is a global construction company that has delivered solutions across diverse environments worldwide—from iconic landmarks to roads, bridges, tunnels, power plants, and residential developments. Even in regions where uneven terrain, extreme climates, and complex technical constraints make everyday life difficult, Hyundai E&C has addressed challenges through construction. However, the scale and complexity of its overseas portfolio and technical achievements made it difficult to communicate their essence intuitively to younger audiences using conventional construction film language. The client sought a way to express the core of Hyundai E&C not through a simple listing of achievements, but through a younger, more refined approach.
Challenge
The key challenge presented by Hyundai E&C was to translate its extensive global portfolio and high-difficulty project capabilities into a language that younger audiences could immediately understand and relate to. Our goal was to transform Hyundai E&C’s vast portfolio and future business vision into a story that could be understood without explanation and remain engaging from start to finish. Rather than adhering to familiar formats, we needed to develop a new visual language and narrative structure that could most intuitively convey the moment when difficult construction challenges are resolved.
Although timelapse is an effective way to visualize construction processes, relying on filming presents significant limitations due to long construction timelines, site conditions, and challenges in maintaining consistent visual quality.
Solution
The solution was built around three design strategies centered on the game metaphor.
The film opens with NPCs inside a game world discovering a mouse cursor floating in the sky, setting the tone and sparking curiosity without explicitly explaining the game concept. From there, the title becomes a turning point, transforming the city into a playable field and seamlessly transitioning into the introduction of Hyundai E&C’s portfolio and future businesses.
Complex construction challenges—such as road expansion, residential development, and power infrastructure—are simplified and communicated intuitively through game-style UI and scene design. In addition, generative AI–based hyper timelapse sequences were introduced to overcome the limitations of real-world filming, visualizing major portfolio projects as if they are being built instantly inside a game, with a fast and dynamic rhythm.
Together, these elements allow the film to deliver a single, cohesive message as a playable experience: with Hyundai E&C, even the most difficult construction challenges can be solved.
Watch
Play the City, Hyundai E&C
From the Team
“This project didn’t start as a film about construction outcomes, but as a declaration of Hyundai E&C’s ability to solve problems under any conditions. The game metaphor felt like the most honest way to express that confidence. By presenting a world where imagination becomes reality, we wanted to turn the message ‘with Hyundai E&C, it’s possible’ into a tangible experience.”
Yoonseop Kim
Director
Credit
Director
Executive Producer
Writer
Producer
AI Imaging
Audio
Yoonseop Kim
Minseok Kim
Hyejin Jeon
Diane Yoo
Bogun Sim
Studio Monkey
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
WriterHyejin Jeon
ProducerDiane Yoo
AI ImagingBogun Sim
AudioStudio Monkey
