Hyundai · IONIQ 5 + 5 N
Two launches for Hyundai Portugal — the IONIQ 5 and the IONIQ 5 N. Same nameplate. Same silhouette. Two completely different briefs.
On paper the IONIQ 5 and the IONIQ 5 N share a platform, share a face, share a name. In reality they're two cars built for two entirely different shoots — one is a family electric crossover, the other is a 478 kW track weapon that doesn't share a single use-case with its calmer sibling.
The brief, in two halves: shoot the IONIQ 5 like a Sunday morning. Shoot the 5 N like a Saturday night.
Two cars, two visual languages.
The IONIQ 5 was shot in warm light, urban architecture, with negative space and calm — family-first frames, wide pulls of empty driveways, a hand on the steering wheel at sunrise, the kind of stills that sell a daily car. The 5 N got the opposite: hard edges, dark concrete, tyre-smoke at dusk, and crops tight enough to bury its own badge under intent.
Same camera, different lighting playbook.
Both cars went through the studio cyclorama and on-location runs. What changed was the lighting kit: soft, ambient, low-contrast for the 5 — hard sources, signal-coloured gels, deep contrast for the 5 N. The colour science was tuned per car: Hyundai brand tones for one, performance hues for the other.
Delivered as two campaigns, not one.
Separate edit decks, separate naming conventions, separate playbooks. Hyundai's marketing team can run the IONIQ 5 work for two years without ever needing the 5 N assets in the same folder — and the inverse.
Two campaigns, one engineering platform — and a visual archive that lets Hyundai talk to two completely different audiences without crossing wires. The IONIQ 5 work runs on family-side channels, the 5 N work runs in performance and track communities. Same nameplate. Two cleanly-separated stories.