Open for More,
Hyundai
Agency: Jung von Matt CREATORS
Creative Direction: Robert Andersen
Art Direction: Christian Schumann
Technical Direction: Christoph Brennecke
(And many more!)
My role: Copy
With “Open for More”, we tried to redefine automotive advertising for the new Hyundai Santa Fe. Using AI, we empowered audiences to create personalized images of the Santa Fe in any imagined outdoor setting – before it’s official release. The campaign debuted in Santa Fe, New Mexico, and enabled everyone—from car fans to adventure seekers—to envision the Santa Fe in their dream environments.
To tackle common industry challenges, we developed a custom brand AI with Jung von Matt NECKAR. This AI combined our own AI-model JvM Stables with a fine-tuned model trained especially on the Santa Fe, allowing high-quality images to be generated quickly and easily. Accessible via a microsite and an Instagram Messenger experience, the AI let users create their own Santa Fe images with a simple chat.
The microsite “Open for More” ran through February 2024 and positioned Hyundai as an innovator in automotive advertising. You can read more about the campaign on Hyundai.com.
