HMG People
Hyundai Motor Group
Period
2022
Format
Digital Series
Location
Seoul, Korea
Overview
Discovering what HMG Life truly entails through the voices of Hyundai Motor Group employees as they speak about their roles and daily work
Thematic
Voices from Within
What We Did
Interview Planning, Post-production
Context
More than 80 job roles across 54 subsidiaries—Hyundai Motor Group wanted to spotlight the real people behind its innovations and the values that drive its culture. Reflecting the rise of employee advocacy in branding, the project positioned internal voices not just as sources of information for prospective talent, but as compelling storytellers of the Hyundai Motor Group culture itself.
Challenge
The project challenged the conventions of typical corporate interviews by visualizing internal identity as something lived and experienced, rather than merely stated. The narrative needed to be shaped through authentic voices and moments, so it could reflect not only the corporate’s values but also the people who bring them to life.
Solution
Through thoughtful use of lighting, color, and framing, we created a modern, visually refined interview setting that embodied the forward-thinking mindset of Hyundai Motor Group employees. The result was a piece that not only conveyed professionalism, but invited viewers to imagine themselves as part of that culture.
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From the Team
“The key for us was making something complex feel clear—without overwhelming people with technical details or stripping away the nuance. So we mapped each story to a core value and role, making sure that even individual voices supported the bigger picture of the brand’s culture.”
Minseok Kim
Producer
Credit
Director
Executive Producer
Assistant Director
Cinematographer
Yoonseop Kim
Minseok Kim
Shiheon Lee
Seungchan Baek
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
CinematographerSeungchan Baek
