Hyundai Creta 2025
The Hyundai Creta project is one of the most innovative works in ÍCON Design's portfolio — and one of the most meaningful, born as an internal studio project. Free from the constraints of an external brief, the team had complete creative freedom to explore the cutting edge of automotive visual production, combining cinematic CGI with Artificial Intelligence in a groundbreaking creative pipeline.
Cinematic videos and campaign images were produced for the Hyundai Creta, with full control over lighting, environments, camera movements, and visual composition. The integration of A.I tools into the CGI workflow expanded creative possibilities, accelerating production stages and opening the door to visual results that go beyond what traditional methods can deliver. The project is a concrete demonstration of ÍCON's vision for the future of automotive visual production — where CGI and Artificial Intelligence work together to create content with cinematic impact, speed, and innovation.
Render Real-time
One of the most innovative aspects of the Hyundai Creta project was the use of real-time rendering as part of our production pipeline. Unlike traditional rendering — which can take hours to process each frame — real-time technology allowed us to visualize and adjust lighting, materials, cameras, and composition instantly, significantly accelerating both the creative process and the approval workflow. This technology, well established in the gaming industry and increasingly present in high-end audiovisual production, was integrated into our workflow to expand the project's creative possibilities, enabling us to test visual variations in real time and make decisions with far greater speed and precision. The result is visually richer content, produced in less time — demonstrating how we stand at the forefront of automotive visual production technologies.
A.I + CGI
One of the most innovative aspects of the Hyundai Creta project was the integration of people into the scenes through the combination of CGI and Artificial Intelligence. Incorporating human characters into a fully digital environment is one of the greatest challenges in automotive visual production — requiring that the human presence blends naturally into the CGI setting, with lighting, shadows, and proportions perfectly consistent with the surrounding environment. In this project, we used Artificial Intelligence tools to generate and adapt the characters, integrating them into the CGI environment with a level of realism and efficiency that traditional methods would not be able to deliver within the same timeline and budget. This fusion of A.I and CGI opens a new chapter in the way we produce automotive visual content — allowing us to create more human, engaging narratives that connect with the end consumer, without compromising the technical control and cinematic quality that define our work.
Another strategic use of Artificial Intelligence in the Hyundai Creta project was the generation of backplates — the background images onto which the CGI vehicle is composited. Traditionally, backplates are obtained through photo shoots at real locations, involving production costs, travel, unpredictable weather conditions, and the availability of specific venues. In this project, we used A.I tools to generate backplates entirely digitally, creating photorealistic environments on demand with full control over light, time of day, weather, and the overall atmosphere of the scene. This approach allowed us to iterate much faster, testing different scenarios and lighting conditions with no additional production costs. The result is a more agile, flexible, and cost-effective workflow — one that maintains the expected cinematic visual standard, but with a creative freedom that no physical location could ever provide.
