The Progress for Hyundai campaign was the largest Hyundai campaign in Europe in 2022, created to challenge the perception that Hyundai is just a car manufacturer. While Hyundai leads in electric mobility, its innovations extend far beyond—to robotics, autonomous driving, hydrogen cities, urban air mobility, and AI-driven smart mobility solutions.
As the creative director, I oversaw the campaign from start to finish, from conceptualization to post-production, ensuring that every element reflected our core message. The campaign spanned digital, TV, and print, bringing Hyundai’s vision to life across multiple touchpoints.
Our goal wasn’t to present these advancements as distant, sci-fi concepts but to show how they are becoming a seamless part of daily life. This is progress for humanity—technology that doesn’t just push boundaries but enhances the way we live.
Agency: Innocean Berlin
Chief Creative Office Europe: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Creative Directors: Shelley Lui, Wojtek Kowalik
Creatives: António Neto, Gonçalo Martinho, Saymon Medeiros, Clara von Heintze, Elena Marin
Directors: Dorian & Daniel; Zauberberg Productions
A vast library of still imagery was created for this campaign, capturing how technology seamlessly integrates into everyday life. Shot by renowned photographer Dave Hill, known for his energetic and dynamic style, these visuals bring Hyundai’s innovations to life—this is just a small sample.