Consumers primarily know Hyundai as a value brand, but people have always been at the center of the company. Even the logo was created by two people shaking hands. We wanted to shift the focus to why Hyundai makes some of the safest and most reliable cars on the planet: not because it's easy, but because they care deeply about the people behind the wheel.

So in this campaign, we turned their owners, employees, dealers, and partners into celebrities. To do this, we partnered with world-renowned photographer Annie Leibovitz to capture their stunning portraits, which we used in all our communications. This campaign included 13 portraits and 3 videos, where we dove deeper into their stories and got to see behind-the-scenes footage of Annie's creative process. Each one highlights the inspiring journeys of Hyundai, shedding light on who they are and who they build cars for.

The art direction is intended to provide a candid look into the lives of every subject with vivid emotional storytelling. We wanted to bring these stories to life in a humanizing and relatable way, to leave viewers feeling inspired.