The WAH campaign was a monster job, and a great ride.
I directed the launch of Hyundai’s WAH platform in Quebec through a series of nine brand films built around movement, wonder and the joy of the road.
Inspired by the Korean expression “WAH” (와), an exclamation of amazement, delight and emotional surprise, the platform was created connect to the way people experience something beautiful or unexpected.
I wanted each film to feel like a lived experience, moments of discovery, connection and awe that audiences could genuinely relate to.
With Marilou at the wheel, the films became a cinematic journey across Quebec: landscapes, seasons, cars, weather, people and the kind of controlled chaos that makes a shoot unforgettable.
Press
Credits
CLIENT Hyundai • TITLE Live The WAH • AGENCY Tequila • DIRECTOR Olivier Staub • DoP Pawel Pogorzelski - Jonathan Decoste • PRODUCER Stephanie Beaudin - Celine Chillier • PRODUCTION Les Enfants • CREATIVE DIRECTOR Christian Berthiaume • COPYWRITER Annie Claude St Pierre • EDITING Paul Jutras • COLOR GRADING Benoit Côté • Online Jean Marc Laurin • AUDIO LaMajeure - Yan DalSanto • TALENT Marilou Bourdon
Behind The Scene
