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Hyundai: This is How You Dare by B-Reel

Agency: B-Reel
Client: Hyundai
Date: Mar 2020
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The new campaign for Hyundai, called 'This Is How You Dare,' rethinks the traditional car commercial through a millennial / Gen Z lens. These generations are particular about the brands they invest in and are averse to overt sales messages and inauthentic insights, so B-Reel and Hyundai strategically leaned into their complex, boundary-pushing nature.

The brand takes a bold leap away from the traditional creative approach that auto brands have looked to for decades.

This is the first time that Hyundai and B-Reel have worked together. Hyundai and B-Reel reps first met last year when the brand was looking for a creative agency to deliver unexpected yet relevant creative to reach a younger audience.


Client: Hyundai Motor Company (Global)

Agency: B-Reel

Executive Creative Director: Jonathan Graham

Brand Director: Magda Tomaszewski

Director of Production: Myke Gerstein

Senior Producer: Sachin Arora

Senior Creative: Suchi Ahuja

Copywriter: Witt Whitmore

Production Company: Imposter

Director: Sergi Castellà

Director of Photography: Albert Salas

Executive Producer: Avtar Khalsa

Line Producer: Malcolm Wax

Service Company: ArgentinaCine

Editorial: Work Editorial

Editor: Ben Jordan

Assistant Editors: Audrey Weiner, Julian Laing, and Theo Mercado

Producer: Chris Delarenal

Executive Producer: Erica Thompson

VFX: Ambassadors

Producer: Katya Meyer

Senior Flame Artist/VFX Supervisor: Inti Martinez

Music and Sound Design: Q Department

Creative Directors: Zack Rice, Drazen Bosnjak

Sound Designers: Will Rosati, JB Saint-Pol

Producer: Chris Rizzo

Composers: Drazen Bosnjak, Chris Rizzo

Color: The Mill

Colorist: Mikey Rossiter

Color Producer: Evan Bauer

Color Assist: Andrew Ceen

Color Coordinator: Lucy Gatanis

Sound Mix: Digital Arts

Mixer: Josh Heilbronner

Senior Producer: Lauren Boyle

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