The ART+TECHNOLOGY series featured 36 artists in season 1, which involved a tremendous amount of research and relationship building. Once in place, these artists became the face of the Hyundai-sponsored series, representing the company’s innovative and artistic spirit. By finding artists who shared similar views about innovation with the advertiser but took radically different approaches to interacting with technology and expressing themselves, ART+TECHNOLOGY became an artist-led campaign that was unbound by advertising guidelines yet met the advertiser's objectives at every turn. A different artist (ie. Talent) led each episode, which piqued audience interest and boosted engagement.

ART+TECHNOLOGY (A+T): a branded digital video series that brings to life the intersection of art with breakthrough technologies. The A+T series features artists from around the world who have created a new art genre through the fusion of art and technology. The A+T series captures how two disparate fields work together to move the society forward through myriad creative displays. The campaign’s objective is to convey the essence of the advertiser's high regard for innovation and support for the global contemporary art community – a common philosophy shared with the media owner who also ran the campaign. The advertiser's vision in working with the media owner was to share its commitment to the arts via key initiatives that promote art to a wider audience and provide opportunities for artists to showcase their talent.

The first season of ART+TECHNOLOGY explored a range of cutting-edge technologies that artists are using to create new forms of art. Using the formula of art + [a technology as medium], the series covered 12 technology themes with three artists per theme. Produced in shorter format, about 4 minutes per episode, the videos that form the series are more “snackable” and carefully designed for a digitally-minded world. Featuring 36 global artists, A+T illustrates a deeper appreciation for innovation through a new art movement and a revolutionary artistic expression through the birth of a new art genre.

ART+TECHNOLOGY takes on a fresh style that seeks to disrupt current thinking. The A+T video series aims to inspire the audience to see both art and technology in new ways; build on what they think they know; and cultivate a deeper appreciation for innovation in art and the art in innovation. ART+TECHNOLOGY expands from more traditional art forms to encompass a wider spectrum of projects and artists who are fusing art with technology and science. Each episode follows the format of featuring one main acclaimed artist who is experimenting with a particular technology as the core foundation of their work. A collaborator is also brought into the episode to describe the main artist’s inspiration for their work providing a deeper context to each piece. This collaborator may have worked with the featured artist in a recent exhibition or in an academic institution.

The media owner produced 36, 4-minute+ episodes with 15”, 30”, 60” cut-downs of ART+TECHNOLOGY for its first season. As a digital video series, A+T is housed in a custom-branded microsite/showcase page where new episodes were launched weekly with a one- week break every month from its first airing in May 2018 and ending in the last week of April 2019. A global digital campaign ran on the media owner’s website to promote the series, as well as on social media driving traffic back to the microsite. On a quarterly basis, ART+TECHNOLOGY also airs on the media owner's global TV channels as well- a half-hour show compilation featuring the highlights of all the episodes that went live in that quarter.

For episodes 1 to 24 from April to Dec 2018, ART+TECHNOLOGY delivered over 37 million impressions (96,270 clicks). Its microsite has garnered almost 120,000 in page views with an average time spent of 1.9 minutes on a video, an outstanding high across all of the media owner's campaigns. Its key metrics and brand score exceeded MOAT benchmarks ranking as top 15% of the media owner's advertisers with a total exposure time of 310,668.20 hours. IBERIS Report shares over 62K of main page views and over 42K in video page views. The campaign’s impact represented an increase of 26% on brand familiarity, 27% on brand buzz and 17% on brand commitment. A+T was also awarded Gold at the Cannes Corporate TV & Media Awards in 2018. All these were considered a great success considering the brand effectiveness study was conducted mid-way of season 1.