ABOUT

CONCEPT

Hyundai’s Saudi Arabia campaign was created to connect the brand’s design and innovation with the energy, individuality and ambition of a new generation. The concept placed six Hyundai models within the contrasting worlds of contemporary Riyadh and the open Saudi desert, creating a bold visual identity for the Gen Z market.

EXECUTION

Developed over three months, the project brought together an international production team in Riyadh. Toosuns led the creative direction and campaign production across automotive film, photography and key visuals.

The campaign featured the Hyundai Tucson, Santa Fe, two IONIQ 5 models, Sonata and Kona. Production took place across KAFD, Kingdom Tower, King Fahd National Library and the Saudi desert. One key sequence required temporarily closing a street beside the library to create a controlled environment for a precise automotive shoot.

RESULTS

The campaign delivered a comprehensive collection of films, photography and key visuals designed for the Saudi Gen Z audience. By connecting Hyundai’s vehicles with Riyadh’s architecture, nightlife and desert landscapes, the campaign created a contemporary regional identity built around movement, technology and youth culture.