As Art Director, I contributed to the overall creative development of Hyundai Sunday, a concept designed to launch the new ultra-compact Hyundai i10 towards young urban audiences in Stockholm, Gothenburg, and Malmö.
Rather than positioning the i10 as a city car, we focused on its potential to take you out of the city – reframing Sundays as a time for recovery, stillness and micro-adventures just a short drive away.

I also defined the visual tone for both photography and film – shaping a calm, natural, and aspirational aesthetic. I was actively involved in all stages of production, from casting and locations to directing visual style and narrative flow.

Three ambassadors – Amani Smith, Hampus Marcussen, and William “Kulan” Forslund – shared their own versions of a Hyundai Sunday, supported by an AI-powered “Sunday Simulator” that let users generate custom excursions using ChatGPT.

Strategy and conept
AWB

Film production
The Bunch

Still Photography
Alric Ljunghager