The campaign follows young drivers as they navigate defining moments including new apartments, new careers, and new relationships.
The campaign follows young drivers as they navigate defining moments including new apartments, new careers, and new relationships.
Hall recognizes the progress these drivers have made, turning ordinary moments into celebrations of confidence and self-assurance.
Hall recognizes the progress these drivers have made, turning ordinary moments into celebrations of confidence and self-assurance.
Regina Hall stars in the new Hyundai Kona campaign, "Look at You Now"
Culture Brands launches the 2026 Hyundai Kona campaign celebrating Gen Z milestones and independence.
LOS ANGELES -- (SPW) --
Created by Culture Brands, directed by Dime Davis of Merman Branded, and edited by Union‘s Vinnie Hobbs, Hyundai’s “Look At You Now” campaign introduces the 2026 Hyundai Kona through a celebration of growth, independence, and life’s everyday milestones.
Starring award-winning actress and producer Regina Hall, the campaign follows young drivers as they navigate defining moments including new apartments, new careers, and new relationships. With warmth, humor, and unmistakable pride, Hall recognizes the progress these drivers have made, turning ordinary moments into celebrations of confidence and self-assurance.
Set to “On My Mama” by RCA Records’ three-time Grammy Award-winning artist, songwriter and producer Victoria Monét, the campaign positions the 2026 Hyundai Kona as a smart, stylish companion for a generation entering new stages of adulthood. Throughout the spot, Hyundai highlights key features including the available Blind-Spot View Monitor, modern exterior styling, intuitive in-vehicle technology, and long-term ownership value.
Hall’s recurring refrain, “Look at you now. Doing your thing,” reinforces the campaign’s central message: progress doesn’t always arrive with a grand announcement, but it deserves recognition all the same.
With a blend of humor, cultural relevance, and relatable storytelling, “Look At You Now” continues Hyundai’s award-winning “OKAY Hyundai” platform while celebrating young consumers defining success on their own terms.
You have limited-time access to this page, (Access is valid until: 2027-12-30)
Hyundai Kona "Look at You Now"
Video Description
Created by Culture Brands, directed by Dime Davis of Merman Branded, and edited by Union’s Vinnie Hobbs, Hyundai’s “Look At You Now” campaign introduces the 2026 Hyundai Kona through a celebration of growth, independence, and life’s everyday milestones.
Starring award-winning actress and producer Regina Hall, the campaign follows young drivers as they navigate defining moments including new apartments, new careers, and new relationships. With warmth, humor, and unmistakable pride, Hall recognizes the progress these drivers have made, turning ordinary moments into celebrations of confidence and self-assurance.
Video Credits
Client: Hyundai Motor America
Chief Executive Officer: Randy Parker, Chief Marketing Officer: Sean Gilpin; Director, Experiential & Multicultural Marketing: Erik Thomas
Spot Title: “Look At You Now” :30
First Airdate: June 3, 2026
Agency: Culture Brands
CEO/CCO/CW: Eunique Jones Gibson, Executive Creative Producer: Jessica Toscano, Creative Director: Christopher Mclaughlin, Managing Director: Luis Gonzalez Jr.
Account Director: Breyanna Tripp, Agency Producer: Michael Rodriguez Dueñas
Production: Merman Branded
Director: Dime Davis, Global Managing Partner: Kira Carstensen, Global Managing Partner: Ellen Clarke, Creative Executive: Jack Taylor Cox, Line Producer: Mandy Siu
Post: Union
Editor: Vinnie Hobbs, AE: Julia Armine, Producer: Haydee Robles, HOP: Lillian Ghodoushi, Managing Partner/President: Michael Raimondi
Talent Licensing: Creative License
CEO/Founder: Kevin Mckiernan, Senior Vice President: Graham Micone, Senior Director, Music & Talent: Leah Kahan
Music Licensing: MAS
Music Supervisor, Senior Producer: Nora Dabdoub, Partner, Executive Producer: Gabe Mcdonough, Founder, President: James Alvich
Song: “On My Mama”
Performed by Victoria Monet
Written by Victoria Monet, Jeffry Gitelman, Jamil Pierre, Kyla Moscovich and Charles Williams.
Courtesy of RCA, Sony Music Entertainment, Sony Music Publishing and BMG
This SB LX entry transforms a simple gesture into a powerful act of allyship.
Union partner and editor Marco Perez brings a restrained, emotionally precise approach to “Sticky Note,” a Super Bowl 2026 commercial that transforms a simple gesture into a powerful act of allyship. Created by VML, the ad was directed by Jake Scott and produced by RSA for Blue Square Alliance Against Hate.
The piece follows a Jewish teenager targeted by a slur, only to find support from a Black classmate who replaces hate with a blue square, signaling empathy, shared experience, and resolve. Perez’s work is supported by Union Editorial New York’s team, including Managing Director Caryn Maclean, Executive Producer Melissa Lubin, Assistant Editor Nico Gilmore, Head of Production Lily Hartmann, and Assistant Producer Francesca Raimondi. Finishing was also done at Union Editorial.
About The Blue Square Alliance
At Blue Square Alliance Against Hate, we are dedicated to combating antisemitism through positive messaging and partnerships. Our initiative, Stand Up to Jewish Hate, is designed to empower both non-Jews and Jews to become defenders and upstanders for the Jewish community. We are passionate about promoting understanding, empathy, and tolerance among different groups, and our ultimate goal is to create a more inclusive and accepting world for all.
Show your support today. Post and share the blue square #🟦 Read More
Type above and press Enter to search. Press Esc to cancel.
click X to close window
×
Farewell Note from the Publisher
After 66 years of covering Commercial, Film & TV production & post, SHOOTonline ceased publishing as of Friday, August 28th, 2026.
Although publishing activities concluded, the company will continue to operate through a transition period to ensure a smooth conclusion to all business dealings, including processing refunds for prepaid SPW tokens and collecting outstanding advertising invoices.
A heartfelt Thank You to our readers, advertisers, sponsors, vendors, and of course the amazing staff throughout the decades who have made this wonderful SHOOT Magazine/SHOOTonline journey possible. And, a huge Thank You to all the executives, artisans, companies, agencies, associations, guilds, studios, networks, streaming services, manufacturers, and so many more who trusted us to share their news, milestones, insights, and points of view with the industry.
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.
