The Drop
Hyundai SANTA FE | TVC + Photography
Role: Creative Direction. Script Dev.
Client : Hyundai
Agency: Culture Brands
Director: Director X
Led concept and creative direction across this chapter of a 5-part campaign platform, working with Director X and a curated cast to bring to life a concept that intersected sneaker and car culture:
We officially aged out of standing in line for the newest thing. So we built a campaign around missing the drop entirely. What might look like a fumble is quickly turned on its head — there are other ways to still flex. With the newly designed Santa Fe, we find that the best drop is the one you're already driving.
We touched on sneaker culture wherever we could. We intentionally styled the set with black owned brands. From clothing to accessories, even filling out a showcase of kicks in collab with BRANDBLACK.
It only made sense as a sneaker head story to collab with Complex to integrate Hyundai seamlessly with their Sneaker Shopping series.
We also built out the story with accompanying photography to run across digital and print media.
