Hyundai Hope On Wheels: Reimagining a National Childhood Cancer Awareness Campaign

Each year, Hyundai’s national network of dealers rallies behind National Childhood Cancer Awareness Month through its nonprofit, Hyundai Hope On Wheels. For this campaign cycle, Hyundai asked us to evolve their longstanding creative approach and introduce a fresh, emotionally resonant direction that could live in dealerships across the country. Historically, the brand relied on painted children’s handprints as their primary visual symbol. The challenge was to honor that legacy while creating a more compelling and hope-centered expression.

As Creative Director, I led the development of the theme “Powered by Hope,” designed to shift the focus from symbolism to the children themselves. We moved away from handprint imagery and adopted a light-touch branding system that allowed the story and the child to be the visual centerpiece. I crafted the creative brief and guided the photography direction, emphasizing authenticity, gentle joy, and the quiet strength embodied in each child’s expression. The introduction of gold balloons served as a subtle but meaningful connection to the official color of Childhood Cancer Awareness Month, reinforcing both celebration and resilience.

The resulting campaign delivered a renewed visual language for Hyundai Hope On Wheels that honors the organization’s mission while inviting communities across the country to see the power of hope through the eyes of the children it supports.

Role: Creative Director, Art Director, Senior Graphic Designer, Digital Manager, Content Strategist, Photoshoot and Video Director

Deliverables: Printer Collateral, Landing Page, Digital Ads, Promoted Social Videos, Social Media Graphics, Promoted Social Advertising, Product Design, Illustration Set, Photography and Video Shoots