A VIEW OF YOUR WORLD MADE BRILLIANT
CONCEPTOR & COPYWRITER
Simple is the Hardest Thing to Create

Discover: Hyundai asked Safari Sundays to explore and to create visuals for the broad theme of intelligent design for a global print campaign. I was brought on to write the back story behind the theme. To find the theme, I researched those people seeking to redefine intelligence for humanity in their own design. As a guide, I followed the mantra of Peter Shreyer, lead designer of Hyundai, “In design, simple is the hardest thing to create.” 

Define: What made audiences want to see beyond their brand assumptions? How could Hyundai show human connectivity and care about how we move through the world. What did the ripple of that trajectory appear like in the world around us? Applying the creative aspect of the differentiating principle, I discover new brand territory past brand assumptions.

Develop: This led to seven different themes and twenty-one concepts.

Delivery: See one of the concepts below which helped to inspire what intelligent design might mean.

CONCEPT 

A VIEW OF YOUR WORLD MADE BRILLIANT
Hyundai

Ultimate satisfaction is showing how and what it means to care for someone without words. The shape of this action ripples through humanity and creates awareness in the lives of others. Sometimes this awareness changes how we see the world and even takes on a life of its own.

It is in these moments, we see beyond our assumptions. The world appears reborn in a whole new light. It’s that sense of purpose, like a sixth sense, that gives the world the texture and shape of a brilliant life. Each and every Hyundai is made to create an awareness of that one satisfying moment.

A possible visual of this might be something like the Gates in Central Park by Jean Claude and Christo. Imagine an aerial photograph of traffic on a world renowned road. We see Hyundai’s in various models of the color spectrum outlining something brilliant, like a blossoming flower, or simply accentuating the unique shape of the road to unveil a new perspective.