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Branded Documentary
Hyundai Motor x Discovery Channel
2020
·
Guinness World Record
Hyundai Kona Electric's journey to Mount Everest base camp
Overview
A groundbreaking branded documentary showcasing the Hyundai Kona Electric's historic journey to Mount Everest base camp at 5,731 meters (18,799 feet), earning a Guinness World Record for the highest altitude reached by an electric vehicle.
This project demonstrated the capabilities of electric vehicles in extreme conditions while creating compelling content for Hyundai and Discovery Channel's global audience.
(PROJECT DETAILS)
Client
Hyundai Motor India / Discovery Channel
Role
Creative Director / Post-Production Supervisor
Deliverables
60-Min Documentary, Digital Campaign, Social Content
Platforms
Discovery Channel, Discovery+, YouTube, Social Media
Context
Hyundai needed to demonstrate the capabilities of their Kona Electric vehicle in extreme conditions to overcome skepticism about electric vehicles' performance and range, particularly in challenging terrain and low temperatures.
The automotive market was rapidly evolving toward electric mobility, but consumer confidence remained low due to concerns about EV reliability in harsh environments.
Objective
Create a compelling branded documentary that would:
Showcase the Hyundai Kona Electric's performance in extreme himalayan conditions
Achieve a Guinness World Record for highest altitude reached by an electric vehicle
Create engaging content for Discovery Channel's adventure-focused audience
Generate significant media coverage and social engagement
Position Hyundai as a leader in sustainable mobility innovation
Strategy
As creative director and post-production supervisor, i led the following initiatives:
Developed narrative arc combining adventure, technology, and environmental consciousness
Integrated Guinness World Record attempt as dramatic centerpiece
Balanced technical vehicle showcase with human interest storytelling
Coordinated multi-crew production across extreme altitude locations
Managed drone cinematography for dramatic landscape shots
Oversaw on-vehicle camera systems to capture real-time driving challenges
Led editing team to craft compelling 60-minute documentary
Created shorter-form content for digital and social platforms
Developed visual identity and motion graphics package
Impact
5,731m
Altitude Achieved (18,799 feet)
Record
Guinness World Record
The documentary successfully premiered on Discovery Channel and Discovery+, reaching millions of viewers across asia-pacific markets. The Guinness World Record achievement generated extensive media coverage across automotive, lifestyle, and mainstream publications.
Successfully achieved Guinness World Record for highest altitude by an electric vehicle
Generated 50+ million impressions across digital and social platforms
Earned industry recognition and multiple award nominations
Strengthened Hyundai's positioning as an electric vehicle innovation leader
Created evergreen content asset for ongoing marketing campaigns
PRODUCTION STILLS - EXTREME ALTITUDE FILMING & VEHICLE TESTING
