Hyundai told an EV story as a 13-minute thriller shot from the car

Electric vehicles are sold on specs — range, charging time, battery chemistry — which makes brand advertising cold and interchangeable. Hyundai wanted IONIQ 5 buyers to feel the experience, not read a data sheet.

Innocean co-produced 'Night Fishing', a 13-minute mystery thriller set at an EV charging station, starring actor Son Suk-ku. A mysterious incident and a plot twist unfold around the car, with the story shot from the vehicle's perspective.

The unusual production format made the IONIQ 5 the camera and the stage: viewers sit inside the car's viewpoint as the thriller develops, so the technology is absorbed through tension and character rather than claims.

It was the first Korean advertising film screened in theaters, which turned a brand film into a cultural event and generated buzz far beyond paid media.