Art Direction | Motion Design | Production Management
Soundcloud approached me to develop the art direction for their brand partnership campaign with Hyundai. I created a series of animated social assets that highlight the unique journeys of emerging musical talent on Soundclouds platform.
The Challenge
Hyundai partnered with SoundCloud to reconnect young drivers with the emotional side of driving. Not features or specs, but feeling. They needed a campaign that turned the car journey into a moment worth sharing, tapping into SoundCloud’s artist community for creative inspiration.
The Insight
For musicians and creators, every journey is part of the process - the commute, the late-night drive, the quiet moments between destinations. “Everyone sees the final track, no one sees the journey “ became the campaign’s foundation.
The Idea
Hyundai gave each artist a chance to share that journey; a competition for the Soundcloud community, with the winners having their stories shared in a social-first campaign, highlighting the lessons they’ve learned and how their journeys have shaped their artistry.
The Execution
I developed a cut-out collage visual style that captured the fun and reflective nature of the project - like a scrap book - using colour type and imagery to give each artist their own unique entry that could stand on its own, but still cohesive when seen together.
We emulated a stop motion style for the animation to complement the tactile, hand made visual identity.
The Result
3 hero assets for the winning entries
10 additional assets for the runners-up