Superconsumers 5: Sports

Superconsumers 5: Sports

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The South Korean luxury department store The Hyundai invited Universal Everything to direct a series of video artworks for a 30-metre-high LED video wall covering its facade in Seoul.

Superconsumers is a response to the luxury consumer products on sale within the department store. Universal Everything created a series of extreme digital-pop-art amplifications of these products, bringing them to life as a diverse, animated parade of characters – from metallic puffer jackets to elaborate jewellery, gastronomical creations to bold floral arrangements.

Commissioned by Hyundai ArtLab
Creative Directors: Matt Pyke, Mike Hughes
Senior Producer: Greg Povey
Animators: Joe Street, Rupert Burton, Chris Perry

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