Hyundai Chop Shop Study

When the undead rise, how will you survive?

What We Did
The Walking Dead “Chop Shop” campaign was an important initiative to connect the Hyundai brand to millenials in a culturally resonant way. As Creative lead, my contributions were to the campaign’s content, aesthetic, storyline, synergy, and connectivity. Just as importantly, I channeled the mindset of the super-fan into all aspects of the campaign, keeping the voice authentic and true to the Walking Dead franchise in a way that viewers recognized and truly connected with.

Additionally, I helped craft the right fan voice across all channels, including Digital, Social, Events, Print, Collateral, Promotions, and Broadcast. Some of the efforts included designing both the app and both one shot comic books, copy development, broadcast and print work.

The Result
Website traffic increased 150%, Hyundai became the #1 fastest growing automotive brand on Facebook, and the Chop Shop became the #1 Automotive Lifestyle App on iTunes.

Also the Hyundai Walking Dead “Chop Shop” campaign went on to win the One Show Pencil, the Gold Clio, a Silver Effie, a Webby Award, Best of Show at the Digiday Awards, and Best of Show at the IAC Internet Advertising Competition.

For a deeper dive into what made on my thought leadership and creative work

Role: Associate Creative Director / SME
Agency: Innocean USA