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Framing the Journey: Hyundai x
Annie Leibovitz

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The Brief
Design a campaign platform that bridges Annie Leibovitz’s iconic visuals with Hyundai’s brand narrative.

With visuals carrying the emotional weight, our role was to create a framework that felt editorial and respectful. We kept typography minimal, prioritized scale and breathing room, and ensured the experience felt cohesive across varying content — from static portraits to cinematic
video moments.

Because the campaign featured both employees and owners, it was important to give their images equal visual weight.
We weren’t able to film journeys for every participant, but the videos we did include
captured deeper, more personal moments from the project.
Videos were placed in small cards beneath the main content to keep them accessible
without distracting from the rest of the experience.
The balance between photography and video was key to this project. By focusing on flexibility and strategic placement, we were able to give equal weight to both mediums while preserving a cohesive, emotionally resonant user experience.
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“Normality is a paved road: It’s comfortable to walk, but no flowers grow on it.”

- Vincent Van Goh