It hard to create. Even harder to create work that gets people to stop and engage. We filter out so much of the marketing and visual din that only the truly different and unique can penetrate. Universal everything seems to have broken the code. Matt Pyke, UE’s founder and creative director, appears to employ much more of an organic, fluid aesthetic throughout his work. This piece for Hyundai was created by capturing a dancer’s movements, then transforming the motion capture data into a digital sculpture.

Marketers would do well to develop creative that is less direct in terms of specific messaging and selling and rather develop unique creative that supports a brand image which is more aligned with their larger values, culture and meaning.

The video wall premiered at Vision Hall in South Korea in 2013. It was 82 feet high and 13 feet wide with 36-channel surround sound.