Premium has its shape

When we started working on this campaign, we asked ourselves: What does premium really mean today? It’s no longer just about materials or features—it’s about how something makes you feel. And with the new Palisade, it felt like we were looking at a new kind of premium.

We realized the shape of the car could become a language of its own. Through it, we could tell a story of duality—how the Palisade combines things that usually don’t go together. Spacious, yet with great range. Powerful, yet incredibly precise. Visually bold on the outside, but calm and quiet inside.

That tension between opposites became the emotional core of the idea. It’s not about choosing one over the other—it’s about a new balance. Something innovative, but familiar. Confident, mindful, bold, and continuous.

That’s when it clicked:
Premium has evolved. Premium has its shape. And its name is Palisade.

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Client: Hyundai​

Agency: Jung von Matt NECKAR

Production: AKKURAT

Director: Alan Masferrer 

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Photographer: Marc Trautmann

Post Production: Studio G2

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