RE:GENERATION MUSIC PROJECT

To launch the innovative new Veloster, Hyundai wanted to grab the attention of the young, creative class — an audience wary of "traditional" advertising.

The team created the Re:Generation Music Project, a feature-length documentary that followed modern musicians as they remixed and recreated five traditional styles of music. After a red carpet premiere at Grauman’s Chinese Theatre, we took Re:Generation on the road and created a branded festival experience at Coachella.