Seoul Commercial DoP – Hyundai ‘Unexpected Connections’

HYUNDAI | UNEXPECTED CONNECTIONS

Unexpected Connections is a Hyundai campaign developed by Jung von Matt with service production from Markenfilm, featuring Korean archer Ki Bo-bae, a three-time Olympic gold medalist and one of the sport’s most respected champions. As part of this project, I worked as a commercial DoP for Hyundai in SEOUL, contributing to a series of films that highlight the relationship between Hyundai’s mobility technologies and the tools used by elite archers. The campaign makes visible a set of parallels that often remain unnoticed by the general public.

Each film relies on precise match cuts to visually connect Hyundai innovations with archery equipment. Examples include the Camera-Based Heart Sensor inspired by Emotion-Adaptive Vehicle Control, the High Precision Shooting Machine linked to the Automatic Charging Robot, as well as Target-Recognition systems, Posture Analysis, and 3D-Printed Grips. These pairings underline Hyundai’s focus on accuracy, engineering, and user-centric design. Presenting these technologies alongside Ki Bo-bae’s discipline offers a way to communicate technical complexity through familiar athletic movements.

As Director of Photography, I collaborated closely with Jung von Matt and Markenfilm to establish a visual language that supports both the elegance of archery and the refinement of Hyundai’s engineering. Working with an athlete of Ki Bo-bae’s caliber made it possible to balance performance with clarity, ensuring that each visual connection felt grounded. Stepping into this role as a commercial DoP for Hyundai IN SEOUL allowed me to shape the campaign’s cinematic approach while aligning the imagery with the brand’s broader mobility narrative. In doing so, Unexpected Connections presents a thoughtful relationship between sport and technology in a way that is both accessible and engaging.