HYUNDAI Santa Cruz

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Santa Cruz US Reveal

It all begins with an idea. My team and I started discussing the original concept on the production model three years before the product’s reveal.

Being able to represent our team in the reveal video was an honor. Every member of our staff deserves recognition on this project because it was a HUGE team effort. Thanks to my design leadership, designers, CMF designers, graphic designer, digital modelers, clay modelers, visualization team, studio engineer, operations team, and all of our partners outside of design, we were able to create a product that we can all be proud of.

 
 
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Make it fun!

We did a lot of things on the Santa Cruz project just because it was fun to do it. Could we have photoshopped my scene rendering onto an image of a surfboard? Of course!… but we masked off each layer and sprayed it because it was fun and it illustrates how enthusiastic the team at Hyundai Design North America was to design the Santa Cruz.

 
 
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