Hyundai's snack movie
'Night Fishing' catches attention
5 minute read
Lights, camera, and action! This classic expression is usually associated with Hollywood sets and hour-long blockbuster productions, not from car manufacturers. Times have changed because, with the debut film 'Night Fishing,' the Hyundai Motor Company has shown that it is always ready to push boundaries, explore new directions, and even get movie-goers on the edge of their seats via a well-placed jump-scare. The short film, starring the renowned Korean actor and coproducer Son Sukku and directed by
Moon Byoung-Gon, premiered on June 14th and has since gained considerable attention at international film festivals and positive reviews from audiences.
Sci-fi in a unique format
As a humanistic thriller, 'Night Fishing' uniquely blends automotive technology with artistic storytelling, with scenes captured from the perspective of specially mounted vehicle cameras playing a key role. The film tells the story of an encounter between an anonymous agent and an unidentified being. The film begins with the agent, played by actor and coproducer Son Sukku, being sent to track down an unknown entity that illuminates the sky with mysterious lights and steals electricity from EV charging stations late at night. When the agent arrives, the audience discovers the scene where the action will soon play out – a rural charging station seemingly devoid of other people.
As nightfall approaches, the agent lays out "bait" in the form of hanging charging batteries that slowly flicker in the wind. Surrounded by silence, he then waits for the creature to come. But who is hunting who? Filmed with specialized camera rigs, the movie offers the audience a fresh and immersive experience through Son Sukku's intense action and suspenseful narrative set at the electric vehicle charging station.
This film, which was made in an unprecedented style, can contribute to stimulating local cinema. Because it's something new for the audience. SON SUKKU, ACTOR AND PRODUCER
A new break-out role for Hyundai
'Night Fishing' is unique because it marks Hyundai's foray into big-screen filmmaking while creating an entirely new film genre: the 'Snack Movie.' This new category focuses on condensing all the intense, suspenseful storytelling plot elements of conventional full-length movies into a short format. Directed by Moon Byoung-gon, whose 2013 short film 'Safe' won top prizes at the 2013 Cannes International Film Festival, 'Night Fishing' is an exceptional collaboration between passionate experts in their respective fields.
For Hyundai, the chance to work with such highly decorated names in the film industry was not only a tremendous honour but also the chance to, once again, explore new communicative avenues and redefine what an automotive company is and creates. The film and its creative expression also serve to inspire a new generation of filmmakers to explore new formats and tell their stories to a global audience.
International awards and accolades
Since its debut, 'Night Fishing' has continued to win over audiences, film critics, and festival juries. It has been praised for its innovative fusion of the short film format and cinema storytelling, as reflected in the awards and recognition it received following its premiere. Palme d'Or-winning director Moon Byoung-gon's storytelling skills, combined with
Son Sukku's powerful interaction with the unknown creature, received high praise at the Sundance Film Festival's 'ChefDance' program in Utah. Actor Sung Kang from the Fast & Furious franchise, who also attended the Sundance Festival, praised the film's cinematic storytelling.
'Night Fishing' was also enthusiastically welcomed at the 28th Fantasia International Film Festival in Montreal, where it won the 'Best Editing' and 'Best Asian Short Bronze' awards. 'Night Fishing' is set to participate in various international film festivals and is planned for distribution through additional screenings and OTT platforms abroad. Additionally, exhibitions showcasing the film's making and behind-the-scenes were held at Hyundai Motor Studio Seoul and Hyundai Motor Studio Goyang.
As consumer content consumption evolves, so does Hyundai’s approach to content marketing. ‘Night Fishing’, which was made under the concept of a ‘snack movie’, reflects this change, providing a new way for Hyundai to engage consumers.
- SUNGWON JEE, SENIOR VICE PRESIDENT OF THE BRAND MARKETING DIVISION
AT HYUNDAI MOTOR COMPANY
It's refreshing to see such innovative attempts from the brand. ‘NIGHT FISHING’ MOVIE-GOER
Viewers voiced their praise
Audience feedback highlights the film's refreshing approach and engaging appeal. Comments from web portals and social media include: 'A fresh concept and 13 minutes of enjoyment,' and 'The film's ability to captivate the audience in just 13 minutes is impressive.'
Enthusiastic feedback like this demonstrates how ‘Night Fishing’ has opened a new advertising stage that aligns with evolving content consumption patterns. Hyundai's successful collaboration with the film industry showcases a creative synergy that effectively combines short-form content and film to create a memorable advertising experience.
Night Fishing
Director
Moon Byoung-gon
Actor
Son Sukku
Credits
A MARKENFILM ASIA and STANNUM Production
HYUNDAI MOTOR COMPANY Presents In Association with INNOCEAN
Follow @hyundai on Instagram for more information on 'Night Fishing' and its creation.