Hyundai Construction Equipment Brand Film
HD Hyundai CE
Period
2021
Format
Brand Film
Location
Seoul, Ulsan
Overview
A brand film redefining Korea’s leading construction equipment brand for a sustainable future.
Thematic
Clarifying Brand Vision
What We Did
Brand Positioning Strategy, Multi-Location Production, Integrated Campaign Content
Context
HD Hyundai Construction Equipment entered a critical brand transformation period in 2021, transitioning into the unified HD Hyundai corporate identity following its 2017 spin-off from Hyundai Heavy Industries. The company needed to evolve beyond its traditional heavy machinery manufacturer image toward a forward-thinking, environmentally conscious smart construction equipment specialist. With key facilities spanning the main Ulsan production campus, Bundang Global R&D Center, and Yongin Technology Innovation Center, the company sought to establish an integrated corporate image emphasizing technological leadership in global markets under the new vision "Building a Comfortable Tomorrow."
Challenge
The primary challenge was harmoniously blending the robust, masculine identity of traditional heavy equipment with future-oriented values of environmental sustainability and innovation. Demonstrating global corporate status required multinational cast and diverse filming locations, yet COVID-19 constraints limited production possibilities. Most critically, we needed to translate technical expertise and innovation into emotionally resonant messaging accessible to general audiences while maintaining professional credibility.
Solution
We created a visual narrative contrasting Ulsan campus production facilities with Bundang R&D center research environments, showcasing the harmony between tradition and innovation. Global-oriented direction featuring international talent combined with authentic portrayals of actual employees to ensure genuineness. A dedicated eco-focused companion video amplified brand messaging diversification, while showcasing smart components and AI-integrated future construction machinery effectively communicated technological leadership.
Watch
HD Hyundai Construction Equipment Brand Film
HD Hyundai Construction Equipment Sustainable Vision
From the Team
"At HD Hyundai Construction Equipment's brand transformation moment, our mission extended beyond product introduction—we needed to cinematically realize corporate philosophy and future vision. The core challenge was weaving together over 50 years of corporate heritage with cutting-edge technology into a unified story, establishing a brand identity that could resonate in global markets."
Yoonseop Kim
Director
Credit
Director
Executive Producer
Assistant Director
2D
Jongsung Lim
Minseok Kim
Shiheon Lee
Yoonseop Kim
Credit
DirectorJongsung Lim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
2DYoonseop Kim
