To launch the new Veloster, Hyundai wanted to connect with the young, creative class. By tapping into their passion for music and exploring its most innovative edge, we helped Hyundai earn their attention and respect with The RE:GENERATION MUSIC PROJECT, a feature documentary that challenged five of the world’s top DJs to re-imagine traditional genres of music.
Rolling Stone broke the story with its feature on Skrillex collaborating with The Doors. 200 music outlets picked up the story, kicking off a ten-month promotional cycle that garnered over a billion media impressions and 12 million video views on Hyundai’s YouTube channel. The integrated program included a red carpet world premiere at Grauman’s Chinese Theatre, a nationwide theatrical run, screening events at Coachella and acceptance into the SXSW Film Festival. The film is now available on Hulu and Fuse TV.