HYUNDAI Department Store

“Fly to Happiness” campaign

  • Company

    Hyundai Department Store

  • Year

    Jan 2021 - June 2021

  • Role - Creative Director

    CREATIVE LEADERSHIP, DESIGN LEAD, 360° CAMPAIGN, EXPERIENTIAL DESIGN LEAD

  • See Product at

    Hyundai Department Official website

Project overview

Directed the creative vision for Hyundai Department Store’s nationwide “Fly to Happiness” campaign, transforming retail spaces into a multi-channel storytelling experience. Blended cultural insight, digital content, and experiential activations to deliver a campaign that connected with audiences online and in-store, positioning Hyundai as a leader in innovative consumer engagement.

360° Brand Rollout

Creative Direction

  • Defined the campaign narrative and visual identity, introducing the whimsical character Heendy in partnership with Christoph Niemann to embody joy and imagination.

  • Created platform-native digital assets, including motion graphics, short-form video, and animated content for social and web.

  • Led the design of large-scale brand activations across department store exteriors and interiors, extending the storytelling from physical touchpoints to digital engagement.

  • Partnered with Hyundai’s marketing and creative teams to ensure alignment with business goals, while inspiring audiences through a unified brand journey.

Creative Process

3D Visual Design & Animation

  • Directed the creation of 3D animations and motion graphics for the e-Hyundai website, digital displays, and exterior LED screens.

  • Developed interactive animations that enhanced customer interactions with the brand, contributing to a memorable in-store experience.

  • Designed dynamic visuals for both the exterior and interior of all Hyundai Department Store locations, ensuring a consistent brand experience.

Environmental & Digital Activation

  • Oversaw the implementation of the campaign visuals on large-scale exterior facades of department stores across South Korea.

  • Executed a full suite of digital assets, including website animations, in-store posters, and environmental graphics.

  • Integrated interactive content within the store, creating a cohesive brand journey from exterior engagement to interior experience.

Cross-Functional Collaboration

  • Led a multidisciplinary team of 3D artists, animators, and content creators to bring the campaign vision to life.

  • Coordinated with Hyundai’s marketing and design teams to align creative executions with strategic business objectives.

Result & Impact

Enhanced Brand Visibility: Increased foot traffic and customer interaction through impactful exterior and interior visuals.

Engagement Metrics: Achieved a significant increase in digital engagement on the e-Hyundai website, with animated content driving higher interaction rates.

Consumer Feedback: Positive responses from visitors and stakeholders, praising the vibrant and inviting brand experience.

Media Exposure: The campaign garnered attention from media outlets and contributed to Hyundai’s brand positioning as a leader in experiential retail environments.

Business Influence: The success of this campaign influenced future brand activations and digital strategies, emphasizing the power of integrated experiential design.

This project showcased my ability to blend creative vision with strategic execution, leveraging both physical and digital platforms to create a unified brand experience. Leading this campaign reinforced my expertise in experiential design and creative leadership, demonstrating my capability to manage large-scale creative projects that drive engagement and amplify brand identity.