How do we showcase Hyundai’s industry leading lineup of EVs in a way that hasn’t been seen before? By showing how ‘electric’ they truly are. Not only are they gorgeous, but they’re also highly capable performance vehicles. Taking a cue from their bright and vibrant colors, we created a colorful world to show that Hyundai has ‘THE MOST ELECTRIC EV LINEUP’.

ECD: Gui Borchert / Tony Kalathara
AD / CD: Jamin Duncan
DIR: Henry Hobson

To continue the ‘electric’ feel of these electric EVs in OOH, we shot the cars against solid vibrant colors to make them really punch you in the face with color and electricity.

ECD: Gui Borchert / Tony Kalathara
AD / CD: Jamin Duncan / Kathryn Izquierdo-Gallegos
CW: Scott Shin / Hanna Koh
PHOTO: Anton Watts

GCD: Barney Goldberg
AD: Jamin Duncan
CW: Marcin Markiewicz
DIR: Dave Laden

Hyundai partnered with Disney for Disney’s 100th anniversary and we got to work with an official Disney Imagineer to help develop a Disney Platinum Edition of the Ioniq 5 with custom features like a fireworks display on the headliner, custom Disney sounds and hidden Mickey ears in the wheels. This partnership continued throughout the year with Disney magic making it’s way into ads for our other cars.

CD: Jamin Duncan
AD: Berlin Burkhart
CW: Ronnie Lee
DIR: Wayne McClammy

This project was something that will probably only happen once in my career. I grew up in Santa Cruz, CA surfing, skating and exploring the redwood forest. So when Hyundai came out with the Hyundai Santa Cruz, a vehicle built to do all the things that I love to do outdoors, the stars aligned for me. It was a crazy, surreal, weird, wonderful convergence of my current career, my childhood home and my hobbies, all colliding into one thing. And to top it off, a skateboarding legend, Stacy Peralta directed it. After a childhood of a million Powell Peralta stickers and decks, that was the icing on the cake. A very personal project for me close to my heart.

CD: Jamin Duncan
AD: Anne Krisl
CW: Ryan Simpson
DIR: Stacy Peralta

Then Santa Cruz artist Jimbo Phillips, who is featured in the spot, created custom illustrations for us that we used in OOH and social posts to show the attitude and personality of the Hyundai Santa Cruz and all the things you’d want to do with it:

CD: Jamin Duncan
AD: Anne Krisl
ILL: Jimbo Phillips

Hyundai made the Kona Iron Man edition and needed to find buyers for this very niche vehicle. We thought, what better place to advertise the car than Marvel’s Instagram page which has 52 million followers. So we approached Marvel with the idea and they liked it so much, they gave us full access to their characters and comic book artists to help us develop an Instagram comic series with 9 frames that ran on our Hyundai page and on Marvel’s page where we were sure to reach our target for this very cool vehicle.

CD / AD: Jamin Duncan
CD / CW: Lori Martin
AD: Jackie Barkhurst
CW: Robert Abasolo

Super Bowl LIV ‘Smaht Pahk’ Social Support

To help support and promote the success that the Smaht Pahk Super Bowl spot enjoyed, I was put in charge of all social and digital support around the spot. This included following Bryan Buckley around Boston while he was shooting to grab the celebrities when we had a few minutes so we could film content. From directing Rachel Dratch for Hyundai’s first TikTok video, to creating a Boston specific digital campaign to actually directing Rachel and David Ortiz in the teaser spot, I was able to capture a ton of content to promote and support the spot.

CD / AD: Jamin Duncan
CD / CW: Lori Martin
CW: Eddie Babaian
DIR: Jamin Duncan

On game day, in order to respond live to the premier and chatter around the Smaht Pahk spot, we created a full Twitter campaign where we let two native Boston comics, Robert Kelly and Tony V (who was also in the spot) take over Hyundai’s Twitter for the day and personally respond to whoever they wanted using our handle. Also, we filmed and edited in real time four “quartertime shows” during the game that Robert and Tony hosted. The effort worked, because we were trending at #17 on Twitter and Twitter also recognized us with one of 8 awards they give out at their Brandbowl—the “#12thPlayer” award.

CD / AD: Jamin Duncan
CD / CW: Lori Martin
AD: Nicole Macey, Anne Krisl, Jackie Barkhurst, Chris Dyer, Sumner Mahaffey
CW: Eddie Babaian, Andrew Boyer, Ryan Simpson, Brandice Wilson, Luke Bogner

For Halloween, we came up with some fun, campy, scary movie poster social posts that doubled as a way to talk about features of the car.

CD / AD: Jamin Duncan
CD / CW: Lori Martin
AD: Sumner Mahaffey
CW: Luke Bogner

CD / AD: Jamin Duncan
CD / CW: Lori Martin
AD: Anne Krisl
CW: Brandice Wilson
DIR: Matt Bieler

GCD: Ryan Scott
CD / AD: Jamin Duncan
CD / CW: Lori Martin
AD: Berlin Burkhart
CW: Newt Cox
DIR: Dave Laden

Instead of seeing the skip button as a problem we turned it into part of our pre-roll ad.

CD / AD: Jamin Duncan
CD / CW: Marcin Markiewicz
CW: Jeff Barry / Kate Steinberg
AD: Charles Gerstner
DIR: Paul Schneider

GCD: Barney Goldberg
CD: Bob Rayburn
AD: Jamin Duncan / Kiran Koshy
CW: Marcin Markiewicz / Jason Arentsen / Nick Flora
DIR: Fredrik Bond