1. Situation

: Hyundai is launching the fully autonomous IONIQ 5-based robotaxi during the 2nd half of 2023, starting with Las Vegas, then to other major cities in the U.S. and global

2. Brief

: Portray the safety and autonomous technology of the IONIQ robotaxi in a way that is

1) Familiar and relatable to the potential passengers, who are the regular taxi riders of today

2) Entertaining and engaging through touching storytelling, in order to captivate all viewers regardless of their understanding of autonomous driving technology

3) Easily understood by all target groups by demonstrating and explaining the technological aspects with attractive and helpful visuals of the IONIQ 5 robotaxi’s autonomous driving

3. Objective

: Give the public trust in IONIQ 5 robotaxi's technology and safety, as well as raise expectations as fully autonomous launch closely approaches, ultimately raising the willingness to ride IONIQ 5 robotaxi