Client/Brand: Hyundai Motor Company — NEXO (Hydrogen Vehicle Campaign)
Role: Art Director
Overview
This digital commercial introduced Hyundai NEXO’s smart features—such as the Auto Flush Handle and Hidden Rear Wiper—through a playful “hide and seek” concept.
The campaign aimed to reduce public apprehension toward hydrogen-powered vehicles and futuristic technologies like autonomous driving and smart parking.
By embedding advanced mobility functions within everyday, relatable scenes, the video communicates the message of “The Future Within Sight”—making innovation feel friendly, intuitive, and emotionally accessible.
The campaign aimed to reduce public apprehension toward hydrogen-powered vehicles and futuristic technologies like autonomous driving and smart parking.
By embedding advanced mobility functions within everyday, relatable scenes, the video communicates the message of “The Future Within Sight”—making innovation feel friendly, intuitive, and emotionally accessible.
Process
• Developed a lighthearted visual concept inspired by childhood games to frame NEXO’s hidden smart features
• Art directed the styling, set design, and visual transitions to align with the tone of playful discovery
• Focused on blending high-tech with lifestyle elements to create a humanized vision of future mobility
• Produced the video in a 1:1 square format optimized for Instagram and social media platforms, shifting away from the traditional widescreen TVC style
Outcome/Results
The campaign successfully engaged younger, digital-savvy audiences by using a fresh, emotionally engaging storytelling approach.
Its optimized format and tone made it ideal for high engagement across Instagram and digital channels, helping to reposition hydrogen technology as both safe and approachable in the eyes of the public.
Across six video episodes, the campaign garnered over 11.7 million views on YouTube, demonstrating strong public interest and viral resonance.
Its optimized format and tone made it ideal for high engagement across Instagram and digital channels, helping to reposition hydrogen technology as both safe and approachable in the eyes of the public.
Across six video episodes, the campaign garnered over 11.7 million views on YouTube, demonstrating strong public interest and viral resonance.
