For Tomorrow Documentary
WHAT IS FOR TOMORROW?
For Tomorrow began as a branded content platform created by Hyundai in partnership with the United Nations Development Programme (UNDP). Its mission was clear: to show the world that Hyundai isn’t just about cars—it’s about caring for the planet and building a better future. They wanted to connect with Gen Z, a generation deeply driven by sustainability and social impact. The platform became a stage for grassroots innovators, everyday people solving real-world problems in their communities, proving that big change starts small.
Challenge
How does a global corporation like Hyundai show that its dedication to sustainability goes beyond marketing buzzwords? The solution needed to engage audiences authentically, amplify the voices of local changemakers, and highlight tangible, grassroots solutions to sustainability challenges—all while positioning Hyundai as a catalyst for positive change. That’s how my team and I created a 360 approach including: web, social, events and we even made a movie!!! And a teaser with k-pop sensation BTS
Full movie here
Social platform here
Web here
BTS Teaser here (Social)
We even made physical posters and swags.
Approach
1. The Platform
Launched as a digital platform, For Tomorrow connected grassroots innovators from around the globe. These individuals were tackling local sustainability issues with ingenuity and resourcefulness. For example, Emmanuel Alie-Mansary, a 25-year-old self-taught engineer from Sierra Leone, built a solar-powered tuk-tuk from scrapyard parts, addressing both energy and transportation challenges in his community.
2. The Documentary
Recognizing the power of storytelling, we expanded the platform into a documentary film to showcase these innovators' journeys. I wrote the script and directed part of the movie, along my team of writers, motion designers, graphic designers, researchers. It was narrated by Star Wars actress Daisy Ridley, whom I did not meet unfortunately.
3. Global Launch and Community Engagement
To amplify the film’s reach and connect Hyundai with Gen Z, I proposed partnering with BTS—the ultimate symbol of hope and change at the time, known for mobilizing youth communities worldwide. The teaser, featuring BTS, launched on YouTube and garnered over 1 million organic views within days. This move positioned Hyundai at the heart of climate activism, making sustainability relevant and inspiring to a younger audience. It made the brand cool and woke.
4. The Premiere
Launching the film on Amazon wasn’t enough—it needed a proper premiere. For Tomorrow debuted at Lincoln Center in New York City, with distinguished guests from the UNDP, Hyundai, and the film’s protagonists in attendance. Emmanuel, traveling all the way from Sierra Leone, joined other innovators to share their stories on this global stage.
Together with my team, I worked on the branding and every aspect of communications, including social media and press releases.
Results
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Authentic Engagement: The For Tomorrow platform and documentary built a global network of changemakers and sustainability advocates.
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1M+ Organic Views: The teaser’s success demonstrated the strength of grassroots storytelling and the impact of leveraging community power.
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Recognition: The documentary received widespread acclaim, showcasing Hyundai as a committed ally in sustainability and sparking meaningful conversations about grassroots solutions.
This platform earned us a SXSW Innovation award in 2022 in the "Brands with Impact" category.
Fun fact: The movie was shown at the Lima Art Museum with a special visit from the Anconcola terrace farmers.
Check it out here
Takeaway
For Tomorrow was more than a content campaign—it was a movement. By bridging corporate resources with grassroots innovation, Hyundai and the UNDP proved that sustainability isn’t just about grand gestures; it’s about empowering the individuals on the ground, solving real problems, and inspiring action for a better tomorrow.