Changing Lanes with Hyundai: Making a Docu-Ad Series Using Marketing Realism
In traditional car ads, the focus is usually on showcasing the car's features—speed, style, and performance. For Hyundai, my approach was different. I wanted to spotlight the people behind the wheel, emphasizing the role cars play in real-life moments. Cars are more than just transportation; they’re where we connect with loved ones, steal moments of calm, and find freedom on our journeys.
I conceptualized and led the creation of a series of vlog-style ads that captured how a car fits seamlessly into meaningful everyday moments. These ads focused on real people—entrepreneurs, creatives, and innovators—who have navigated their own life journeys, showcasing the car as a natural part of those stories.
Client
Hyundai
Role
Creative Director
End-to-End Marketing Strategy
Key Contributions:
Concept Development: I developed the core campaign themes, including "lanes," "pivot," and "journey," which informed two main series: Changing Lanes and Divine Journeys. These ongoing series highlighted people who have undergone major transitions in their lives, using the car as a companion throughout their personal and professional journeys.
Storytelling Focus: Rather than using traditional product placement, I emphasized real-life integration of the car into the talent’s daily routines. From using the trunk to carry supplies to taking meetings in the car via Bluetooth, we portrayed the car as a natural part of their story, making it relatable to a wide audience.
Creative Direction: I personally led the casting and on-set direction, ensuring the talent chosen represented individuals who had truly "changed lanes" in their careers—leaving behind traditional roles to pursue full-time creative or entrepreneurial paths. I worked closely with each talent to create a space where their personal stories unfolded naturally, with the car subtly woven into their narrative.
Content Creator Partnerships: I managed partnerships with talented creators, each sharing their stories through the series. This approach brought authenticity to the campaign and allowed us to reach diverse audiences.
Post-Production Leadership: In post-production, I oversaw critical elements like sound mixing, music selection, shot selection, and voiceover to ensure that each episode matched the unique personality of the talent and carried a tone of ambition and drive. The final result was a visually engaging and authentic storytelling experience.
Measured Impact
3.5M+ Monthly Impressions: The series took off, with over 3.5 million monthly impressions across channels.
10+ Content Creator Partnerships: We worked with more than 10 talented creatives, entrepreneurs, and professionals, telling their unique stories to their audiences in a new way.
Telly Award Winner: We received a Telly Award for Brand Collobrations in the Commercials category.
$300K Donated to Organizations of the Talent's Choice: As part of this series, we donated $300,000 to organizations selected by our talent, making sure we give back to their hometowns and communities.