Pure Electric
Next Generation Travel

Pure Electric represents a new generation in e-mobility.
Taking the concept of elevation and freedom, HS developed a creative approach for a new range of scooters, launched in early 2021…

The campaign focuses primarily on film and animation, with a dynamic visual language that could be rolled out across all platforms. This first phase of work will begin to define the framework and tone of voice for a much anticipated product launch to come later in the year.

Each of the 15 second films showcases an accelerated sequence of graphic details, intercut and spliced with the P, U, R and E of PURE. The characteristics and technical features of each model are then highlighted through the actions of the product itself, hill climbing, battery power and so on.

The campaign seeks to place e-mobility beyond just sustainability, into a space that presents new opportunities in performance. A visual world that is bold, vibrant and energetic – a joyful celebration of form.

Credits

Creative Direction: Hingston Studio
3D modelling and animation: Tiago Higgs & Markus Lehtonen at Hingston Studio
Grade/VFX: Hingston Studio
Sound Design: Tamber Studio