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 millennials 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 Work
From pencil/paper to development , the app was built in Unity 3D for every platform – iOS and Android in mobile/tablet and Web. Additionally, we situated kiosks at SDCC & NYCC to allow users to build and play in our TWD footprints.
Working with Big Block in Santa Monica, we created over 600 individual 3D parts designed from scratch. Each part was brainstormed by us and the Skybound team. Our premise was to build the ultimate survival components for the Hyundai vehicle.
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.
Accolades included: One Show Pencils, a 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.
Core Team
Creative Team: Derek Arzoo, Greg Braun, Brian Chin, Charles Gerstner, Andrew Kapamajian, Nate Manchester, Scott Muckenthaler, Tom Pettus, Lawrence Matthews
Agency: Innocean x Future US
Producer: Ashley Hadzopoulos
Disciplines
UX/UI/ BX/Experiential
The Walking Dead x Hyundai
Hyundai x Undead Videos
Case Study
TV
With the success of the original Veloster Turbo Zombie Survival Manual, we were asked to build an even more in-depth/robust journal. Brian Chin and I came up with an idea about an engineer who saw the apocolypse coming. We got the blessing from Kirkman and Skybound…the rest is history.
This book is now considered part of TWD canon. And, even more amazing, the book now sells for over $500 on eBay!
ChopShop Manual #2
From Paper to 3D Digital
The Veloster Turbo ZSE
Our production converting the Veloster Turbo into the ultimate Zombie Survival Machine. The good people at GAS North Hollywood collaborated with Innocean to build the vehicle that would debut at New York City Comic Con 2014.
