The new campaign for Hyundai, called 'This Is How You Dare,' rethinks the traditional car commercial through a millennial / Gen Z lens. These generations are particular about the brands they invest in and are averse to overt sales messages and inauthentic insights, so B-Reel and Hyundai strategically leaned into their complex, boundary-pushing nature. The brand takes a bold leap away from the traditional creative approach that auto brands have looked to for decades. This is the first time that Hyundai and B-Reel have worked together. Hyundai and B-Reel reps first met last year when the brand was looking for a creative agency to deliver unexpected yet relevant creative to reach a younger audience. CreditsClient: Hyundai Motor Company (Global)Agency: B-ReelExecutive Creative Director: Jonathan GrahamBrand Director: Magda TomaszewskiDirector of Production: Myke GersteinSenior Producer: Sachin Arora Senior Creative: Suchi AhujaCopywriter: Witt WhitmoreProduction Company: ImposterDirector: Sergi CastellàDirector of Photography: Albert SalasExecutive Producer: Avtar KhalsaLine Producer: Malcolm WaxService Company: ArgentinaCineEditorial: Work EditorialEditor: Ben JordanAssistant Editors: Audrey Weiner, Julian Laing, and Theo MercadoProducer: Chris DelarenalExecutive Producer: Erica ThompsonVFX: AmbassadorsProducer: Katya MeyerSenior Flame Artist/VFX Supervisor: Inti Martinez Music and Sound Design: Q DepartmentCreative Directors: Zack Rice, Drazen BosnjakSound Designers: Will Rosati, JB Saint-PolProducer: Chris RizzoComposers: Drazen Bosnjak, Chris RizzoColor: The MillColorist: Mikey RossiterColor Producer: Evan BauerColor Assist: Andrew CeenColor Coordinator: Lucy GatanisSound Mix: Digital ArtsMixer: Josh HeilbronnerSenior Producer: Lauren Boyle