A major launch of a new SUV from Hyundai. The global press event offered journalists a carefully orchestrated course of communicative moments, including the Hyundai brand hall, a press lounge, an original art exhibition and a car reveal show. Legendary car designer Peter Schreyer gave a presentation on his philosophy behind the Tucson’s design. I was tasked with developing the creative concept for the event, taking Hyundai’s innovation and technological leadership and translating it into the spirit of the new car.