TRAINED
BY THE
UNEXPECTED
When it comes to talking about autonomous driving technology, too much technical jargon leaves people confused, even mistrustful. So we had to find a way to showcase the IONIQ 5 robotaxi’s capabilities instantly and innovatively. And we looked no further than the streets where the robotaxi drives and learn.
If it can handle Vegas, it can handle almost any driving environment.
“Trained by the Unexpected” is shot from the point-of-view of the robotaxi, as it identifies an unusual traffic situation.
The campaign was launched with digital out-of-home placements in Vegas to coincide with the city’s annual Consumer Electronics Show (CES), before its worldwide launch across OOH, print and digital channels.
Role / Art Direction
Agency / Jung von Matt Spree
Photographer / Jules Esick
Post-Production / Recom
Creative team /
Jan Harbeck
João Peixoto
Sarah Buggle
Alejandro Gabarda
Yash Bhut
Harvey Wilks
Hyundai
2024