Hyundai X Spider-Man

Summary:

For Hyundai’s film integration partnership with Sony, we chose to bring the product into the Marvel Cinematic Universe and embedded the vehicle into the actual storyline of the Spider-Man trilogy. We then created a story within that which made the Hyundai IONIQ5 integral as it surprisingly comes to the aid of the web-slinging superhero.

Execution:

In collaboration with Spider-Man director, Jon Watts, we worked to create a commercial that looked and felt like a scene from his movies and bridged the storylines from the second film to the upcoming third installment, Spider-Man: No Way Home. We used the vehicle’s key feature—its impressive electric range—to help Spider-Man in the one place he actually really needed it. Then we filled the commercial with Easter eggs to create a piece of content that fans were clamoring for and millions searched frame-by-frame for clues on what was to come in the most highly anticipated movie event of the year.

*NOT PUBLIC FACING