Make Space For Different

Agency: King James


To promote its new STARIA model, Hyundai has launched a trio of comical campaigns from King James Johannesburg and director Grant de Sousa (represented in the UK and US by Great Guns).

‘Make Space For Different’ captures three classic debates, accidentally ignited by unsuspecting protagonists: triangular versus rectangular sandwiches, teabag in versus out, and the pronunciation of ‘GIF’. As the tension rises, the ceiling lowers, and the room becomes increasingly cramped as more and more people battle to offer their two cents. Contorting their bodies to escape through hidden passageways, our protagonists finally find themselves in a place where they and their opinions can enjoy room to breathe: inside the new Hyundai STARIA.

Agency King James Johannesburg approached Great Guns director Grant de Sousa with the brief to translate ‘Make Space For Different’ into a visual metaphor, armed with the idea of a shrinking space. Aiming for a subtle execution, Grant worked to craft a campaign that was fresh and rewatchable, setting up a cinematic formula to repeat across each one. He also focused on the actors’ performances, knowing these would be central and crucial to the campaign’s success.

To craft the shrinking rooms, the crew had to redress the same set nine times over the course of two days, including all the car pack shots and interiors. Requiring extensive planning, the team worked closely with the art director, who had a vision for redoing the same space while keeping it distinguishable and functional. One particularly effective trick was making the ceilings 3D - saving the crew redresses and allowing for more graphic executions on them.

This professional campaign titled 'Make Space For Different' was published in South Africa in November, 2022. It was created for the brand: Hyundai, by ad agency: King James. This Film medium campaign is related to the Automotive industry and contains 3 media assets. It was submitted over 1 year ago.


Client: Hyundai South Africa

Marketing Director: Oscar Makola
Brand Manager: Siyabulela Mafanya
Brand Manager: Nontokozo Biyam
Brand Manager: Meagan Alexander

Agency: King James Johannesburg
Executive creative director: Graeme Jenner
Creative director: Harry Mackenzie
Creative Group Head - Copywriter: Skhumbuzo Tuswa
Creative Group Head – Art Director: Lauren Mitchell
Business Unit Director: Kay Motuba
Account Manager: Makagiso Mokoena
Producer: Joshua Michael
Senior producer: Katherine Jones

Director: Grant de Sousa (represented by Great Guns in the UK and US)

Production: They
Executive Producer: Darren Gordon
Line Producer: Johnny Mabeba
PM: Nambita Ntsaluba
DOP: Rick Joaquim
Key Grip: Tyler Geldenhuys, Clinton Heath
Gaffer: JP Du Preez
Art Direction: Keenan McAdam
Props master: Cara Falkan
Wardrobe: Lindiwe Mayisela
Makeup and hair: Debra Nicoll
Ad: Sean O' Sullivan
Stunts: Gabriel Simelane, Eric Zulu
Sound recordist: Tony Honeybun

Post production
Offline & Online: Left Post Productions
Offline editor: Evi Katz
Online: Keno Naido
Music: Audio Militia
Sound design: Audio Militia
Sound & Music head producer: Catherine Grenfell
Colourist: Jaryd Dutoit


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