The Drop
Hyundai SANTA FE | TVC + Photography
Client : Hyundai
Agency: Culture Brands
Director: Director X
Role: Concept, Art Direction, Script Development
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. In this chapter of our “Okay Hyundai” we intersected sneaker and car culture with the newly designed Santa Fe to show that the best drop is the one you're already driving.
We intentionally styled the set with black owned brands. From clothing to accessories, even filling out a showcase of kicks in collab with BRANDBLACK.
We also built out the story with accompanying photography to run across digital and print media—partnering with Complex to integrate Hyundai seamlessly with their Sneaker Shopping series.
