In 2012, Hyundai Motor Company launched its worldwide brand campaign, “Live Brilliant.” Unlike previous regional approaches, “Live Brilliant” is the company’s first global campaign with a single message across all major markets, presenting a unified brand image to global customers.

Hyundai chose A|F|U creative director to direct the campaign films. Part of the campaign was an early Genesis commercial. Back then, Genesis was a car model within the Hyundai family. Three years later, it became its own standalone brand. Shot entirely in California and Los Angeles, the “Live Brilliant” campaign became one of the most ambitious projects Juergen ever worked on. Hyundai and Genesis were a natural pick for one of our case studies, showcasing character consistency and product-accurate car beauty, as well as running footage. This case study is for educational purposes only.

Midjourney • Gemini 3.1 • Kling • Seedance • Premiere • Resolve • Flame