When Hyundai designed their all-new Santa Fe, they prioritized safety first. We knew that this was the most important story to tell when launching the new vehicle, and knowing the altruistic tendencies of Canadians, we knew we had to do it in a way that emphasised that it was the best choice for those both inside and outside of the vehicle. Enter “Adrian,” a little boy with big cycling dreams, and the vehicle that keeps those dreams safe, whether he realizes it or not.

In 2019, my work with Hyundai Canada (which this campaign was a part of) won Gold for Brand Building at the Canadian Marketing Association Awards.