Framing the Journey: Hyundai x Annie Leibovitz
The Brief
Design a campaign platform that bridges Annie Leibovitz’s iconic visuals with Hyundai’s brand narrative.
With visuals carrying the emotional weight, our role was to create a framework that felt editorial and respectful.
Because the campaign featured both employees and owners, it was important to give their images equal visual weight.
On the live sit we placed videos in a small card beneath the main content, keeping them accessible without drawing attention away from other stories.
The balance between photography and video was key to this project. By focusing on flexibility and strategic placement, we were able to give equal weight to both mediums while preserving a cohesive, emotionally resonant user experience.
Saturation, warmth, and contrast are the three pillars of Toyota’s approach to color grading.
