“Second First Steps” shares the story of Korean para-athlete and archer Jun-Beom Park who had lost the ability to walk in a car accident. The online film for Hyundai Motors Robotics shows how the young man takes his second first steps towards his parents, aided by the wearable robotics technology. For dramatic effect, this moment is linked to home-made videos of small children also taking their first steps. The emotionally touching visual language aims to underline the brand’s philosophy that future technologies must be human-centric.
Credits
Client:
Hyundai Motor Company, Seoul, South Korea
Design:
Innocean Worldwide, Seoul, South Korea
Project Team:
Kiyoung Kim (Executive Creative Director)
Hyunsuk Lee (Manager)
Saemi Shin (Senior Manager)
Hyunchul Lim (Art Director)
Jisoo Kim (Art Director)
Daehyun Kim (Art Director)
Jisoo Kim (Art Director)
Daeyoung Eum (Copywriter)
Moonhwi Lee (Copywriter)
Daeun Lee (Copywriter)
Gye Eun Chang (Account Management)
Bo Kyung Kim (Account Management)
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