Hyundai Motor
Creative Diretion & Art Light Installations, Product Launch
928,000
Hyundai's brand impact and visible by 928,000+visitors
10,000
Hyundai's brand impact and visible by 10k+ media and press
Expertise
Cretaive direction, Art Direction, Art Installation, Visual Design, PR, BTL Stage Design
Role
Grace Cheng: Creative Direction, Drone Performance+Car Unveiling
Objective
Increase Hyundai's brand and product awareness, media impact, on-site experience, PR, partially on press day of product launch, how to convey the creativity aligned with the brand and product of Hyundai car model Tucson, featured a bold design with a hexagonal front grille, LED headlamps, and a wide rear stance.
Solution
Creative and art direction for Hyundai’s product unveilings and experiential installations, integrating indoor drone performances with Hyundai Motor's product reveals—capturing the brand’s technological innovation and commitment to forward-thinking mobility.
Outcome
Successful drove Hyundai’s brand and product awareness at an the Shanghai International Auto Show, where:
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10,000 journalists from 2,000 media outlets attend during Press Days
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928,000+ visitors attend during Public Days (100,000+ per day)
Takeaways
Alignment between the brands, their products’ core propositions, and creative expression.
Our creative direction focuses on achieving perfect alignment between artistic expression, creativity, and Hyundai’s technological innovation—bridging the gap between emotion and engineering.
Skills & Tools
Creative Direction
Art Installation
Design
Art Direction
Product Launch
Adobe
Mindmapping
BTL Stage Design
Art light Installation
Challenges
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How to break through theoretical and creative limitations of drone technology and apply it to a seven-figure USD budget for a key product launch campaign.
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Control 11 drones to perfectly match the light installation performance with music.
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There are limitations in indoor drone control technology; do not mention the total number of drones.
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Drones are sensitive to indoor temperatures, signals, lighting, and more, increasing the difficulty of directing stage performances.