Task

The TUCSON is Hyundai’s most iconic car. An SUV famous for its quality, robustness and capability on and off-road. Our task was to launch the new iteration of this beloved model across Europe at a time when the entire world went into lockdown.

Idea
To show how great can evolve, we created a platform that reflects Hyundai’s constant pursue for excellence - On to Better - and created a film that shows the creative process behind the all-new TUCSON hybrid in a way that has never been seen before.

Solution
For the European launch of the all-new TUCSON Hybrid, we teamed up with reputed director Sebastian Strasser and Oscar-winning cinematographer Linus Sandgren to show what goes into the making of this extraordinary car.

In the film, we take a deep dive into the life and mind of a car designer on his relentless quest for better. An endeavour that is all but a smooth ride and can only be achieved when one steps into the unknown and dares to “break the mold” – a quote made famous by Hyundai’s founder, Chung Ju-yung.

In a cinematic journey that blurs the lines between reality and imagination, the film shows the process of creating the all-new TUCSON Hybrid - from early sketches, to clay model, all the way to the finished car.

The spot counts with an original score by Berlin-based electronic musician Sascha Ring (also known for his work on Netflix’s “Dark”).