B-Reel, Director Sergi Castella Team On "Daring" Message For Hyundai


Robert Goldrich
Friday, Mar. 20, 2020


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Creative agency B-Reel came up with this campaign to launch the new Hyundai Elantra, designed to attract millennial and Gen Z car buyers. Director Sergi Castella of production house Imposter was brought in for this centerpiece spot in the “This Is How You Dare” campaign which reimagines the traditional car commercial through a millennial/Gen Z lens.

This is the first time that Hyundai and B-Reel have worked together. Hyundai and B-Reel reps first met last year when the brand was looking for a creative agency to deliver unexpected yet relevant creative to reach a younger audience.


Client Hyundai Motor Company (Global) Agency B-Reel Jonathan Graham, executive creative director; Magda Tomaszewski, brand director; Myke Gerstein, director of production; Sachin Arora, sr. producer; Suchi Ahuja, sr. creative; Whitt Whitmore, copywriter. Production Company Imposter Sergi Castella, director; Albert Salas, DP; Avtar Khalsa, exec producer; Malcolm Wax, line producer. Production Services ArgentinaCine Editorial Work Editorial Ben Jordan, editor; Audrey Weiner, Julian Laing, Theo Mercado, assistant editors; Chris Delarenal, producer; Erica Thompson, exec producer. VFX Ambassadors Katya Meyer, producer; Inti Martinez, sr. Flame artist/VFX supervisor. Music/Sound Q Department Drazen Bosnjak, creative director, composer; Zack Rice, creative director; Will Rosati, JB Saint-Pol, sound designers; Chris Rizzo, composer/producer. Color The Mill Mikey Rossiter, colorist; Evan Bauer, color producer; Andrew Ceen, color assist; Lucy Gatanis, color coordinator. Audio Post Digital Arts Josh Heilbronner, mixer; Lauren Boyle, sr. producer.

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