Better Drives Us: Innocean for Hyundai

No matter how you family, the Palisade offers the size, style, sophistication and capability to make the time you do spend together better.


Barney Goldberg
Executive Creative Director INNOCEAN Worldwide USA

Tell us about your role in the creation of this work.

I was ECD and oversaw the work from script to final edit.

Give us an overview of the campaign, what is it about?

We know that “family” means a lot of things these days especially with more people living great distances from their extended family. We have our immediate family, but we also have our surf buddies, football friends, etc. who we are close to as well. This campaign taps into the insight that “family” is no longer defined by DNA.


Tell us about the details creative brief, what did it ask?

We are showcasing the first-ever Hyundai Palisade; their most premium, sophisticated, 8-passenger SUV yet. However, (and as stated above), we took the notion of family and reinterpreted the term into a modern definition.

Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?  

This idea was chosen because we wanted to showcase the drivers of the Palisade going places and doing things that felt real, relatable and at times, a bit emotional.


What was the greatest challenge that you and your team faced during creative development?

It was pretty smooth, to be honest, except that we were shooting around LA in May-June which is the one time of year it you get May Grey and June Gloom, so “magic hour” needed a little help in post.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

Working with director Wally Pfister was an absolute pleasure. It’s exciting when you get to work with anyone who is that talented. Just seeing them do their craft is a gift every day. And to top it off, he’s an absolute sweetheart.

Where do you see this campaign going in the future?

We will be continuing to tell the world about the fact that Hyundai doesn’t just make cars, but SUV’s. Palisade is our biggest and the flagship SUV now.