{"id":39787,"date":"2025-06-12T08:05:00","date_gmt":"2025-06-12T08:05:00","guid":{"rendered":"https:\/\/muse.international\/?p=39787"},"modified":"2025-06-10T06:31:22","modified_gmt":"2025-06-10T06:31:22","slug":"creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/","title":{"rendered":"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS’s Campaign"},"content":{"rendered":"\n

As Creative Director at BorderX, Joonmo Yang helps brands break into new markets with ideas that travel. His work on Hyundai MOBIS brought a fresh, human touch to the B2B tech space\u2014one that resonated well beyond the expected audience.<\/p>\n\n\n\n

Q1. Congratulations on winning the MUSE Design Awards! Can you introduce yourself and share about what inspired you to pursue design as a career?<\/strong><\/p>\n\n\n\n

I was born and raised in the US and earned a Bachelor of Fine Arts from Pratt Institute in New York. Living in the city back then was a transformative experience because of how lively and culturally rich it felt. I recall a day when one of my professors shared Levi\u2019s classic Go Forth campaign for inspiration\u2014that\u2019s what sparked my interest in the field. It was all about how to make people feel and remember something in the most efficient way.<\/p>\n\n\n\n

After graduating, I started as a marketing designer and later became an art director at agencies across LA and New York City. I\u2019ve worked on brand campaigns spanning F&B, travel, and B2B tech. Currently, I serve as Creative Director at BorderX, a global digital and creative agency based in Seoul. Our core mission is to help brands reach new markets through globally impactful work.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q2. What does being recognized in the MUSE Design Awards mean to you?<\/strong><\/p>\n\n\n\n

What I hope to get out of every project is something to be proud of: work that\u2019s on-brief, impactful, and is also creatively fulfilling to make. With Move Improved, balancing those three was a win on its own. The award is like the cherry on top. It\u2019s awesome to see the team and the agency get this sort of industry recognition.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q3. How has this achievement impacted your career, team, or agency, and what opportunities has it brought so far?<\/strong><\/p>\n\n\n\n

The brief was simple: position Hyundai MOBIS as a leading mobility solutions provider. From the start, Hyundai MOBIS made it clear they were looking for an innovative approach to their first global launch campaign. We also wanted to do something beyond a straightforward B2B tech explainer.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q4. What role does experimentation play in your creative process? Can you share an example?<\/strong><\/p>\n\n\n\n

One thing we did was intentionally simplify the narrative. The B2B tech category is full of technical buzzwords, and the average person has become desensitized to them. Since we targeted a mass audience beyond typical B2B personas, we needed to condense Hyundai MOBIS\u2019 brand promise into something simple and universally understood\u2014hence Move Improved and the short films that followed.<\/p>\n\n\n\n

I\u2019ll paraphrase author Al Ries to describe part of the ideation process: we needed to understand that most people\u2019s minds are oversimplified when consuming advertising due to an overcommunicated society. The way to reach the oversimplified mind is with an oversimplified message.<\/p>\n\n\n\n

Another key aspect was balancing humor and relatability in the hero films. We partnered with a director experienced in working with skilled improv actors to achieve this, rather than relying on prescriptive, line-by-line performances. The absurdity needed to be grounded in relatability to truly resonate with people.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q5. What’s the most unusual source of inspiration you’ve ever drawn from for a project?<\/strong><\/p>\n\n\n\n

Historically, Hyundai MOBIS was often mistaken for a car manufacturer rather than a mobility tech innovator. Clearly establishing what MOBIS is and does was part of our approach to addressing this. Early discussions considered whether the creative should focus solely on highlighting this misperception. Ultimately, focusing on Hyundai MOBIS\u2019 own story was enough to help people truly understand the nature of their business and, by extension, why it matters to them.<\/p>\n\n\n\n

Secondly, we faced a generational shift away from our category. Millennials engaged the least with B2B content, and Gen Z is driving less. We tailored our strategy to bridge this gap by focusing on category exposure and adopting a humorous, nontraditional approach to B2B marketing. This strategic choice reflected the consumption preferences of our target audience.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Winning Entry <\/p>\n\n\n\n

Move Improved<\/a><\/h6>\n\n\n\n

MOBIS X RISE | Revolutionizing Power Semiconductors<\/a><\/p>\n\n\n\n

MOBIS Digest<\/a><\/p>\n\n\n\n

Explore the journey of Hyundai MOBIS<\/a>, the Platinum Winners of the 2025 MUSE Creative Awards. They are a top-six global automotive parts supplier with 47 years in mobility. Leading in B2B, they power smart mobility\u2019s future through advances in autonomous driving, connectivity, and electrification.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As Creative Director at BorderX, Joonmo Yang helps brands break into new markets with ideas that travel. His work on Hyundai MOBIS brought a fresh, human [\u2026]<\/span><\/p>\n","protected":false},"author":19,"featured_media":39937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3,372,553,397],"tags":[9,12,382],"yoast_head":"\nCreative Leadership in Motion: Joonmo Yang on Hyundai MOBIS's Campaign<\/title>\n<meta name=\"description\" content=\"Winner interview with Joonmo Yang of BorderX for Hyundai MOBIS, the Platinum Winner of the 2025 MUSE Creative Awards.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS's Campaign\" \/>\n<meta property=\"og:description\" content=\"Winner interview with Joonmo Yang of BorderX for Hyundai MOBIS, the Platinum Winner of the 2025 MUSE Creative Awards.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Muse.World\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/musedotworld\" \/>\n<meta property=\"article:published_time\" content=\"2025-06-12T08:05:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-10T06:31:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/muse.international\/wp-content\/uploads\/2025\/06\/MCA-junhyun-kim-thumb-jpg.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Maizura\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@musedotworld\" \/>\n<meta name=\"twitter:site\" content=\"@musedotworld\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Maizura\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/\",\"url\":\"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/\",\"name\":\"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS's Campaign\",\"isPartOf\":{\"@id\":\"https:\/\/muse.international\/index\/#website\"},\"datePublished\":\"2025-06-12T08:05:00+00:00\",\"dateModified\":\"2025-06-10T06:31:22+00:00\",\"author\":{\"@id\":\"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86\"},\"description\":\"Winner interview with Joonmo Yang of BorderX for Hyundai MOBIS, the Platinum Winner of the 2025 MUSE Creative Awards.\",\"breadcrumb\":{\"@id\":\"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/muse.international\/index\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS’s Campaign\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/muse.international\/index\/#website\",\"url\":\"https:\/\/muse.international\/index\/\",\"name\":\"Muse.World\",\"description\":\"MUSE Creative Awards | Vega Digital Awards | TITAN Awards\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/muse.international\/index\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86\",\"name\":\"Maizura\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/muse.international\/index\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g\",\"caption\":\"Maizura\"},\"url\":\"https:\/\/muse.international\/index\/author\/maizura\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS's Campaign","description":"Winner interview with Joonmo Yang of BorderX for Hyundai MOBIS, the Platinum Winner of the 2025 MUSE Creative Awards.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS's Campaign","og_description":"Winner interview with Joonmo Yang of BorderX for Hyundai MOBIS, the Platinum Winner of the 2025 MUSE Creative Awards.","og_url":"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/","og_site_name":"Muse.World","article_publisher":"https:\/\/www.facebook.com\/musedotworld","article_published_time":"2025-06-12T08:05:00+00:00","article_modified_time":"2025-06-10T06:31:22+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/muse.international\/wp-content\/uploads\/2025\/06\/MCA-junhyun-kim-thumb-jpg.jpg","type":"image\/jpeg"}],"author":"Maizura","twitter_card":"summary_large_image","twitter_creator":"@musedotworld","twitter_site":"@musedotworld","twitter_misc":{"Written by":"Maizura","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/","url":"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/","name":"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS's Campaign","isPartOf":{"@id":"https:\/\/muse.international\/index\/#website"},"datePublished":"2025-06-12T08:05:00+00:00","dateModified":"2025-06-10T06:31:22+00:00","author":{"@id":"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86"},"description":"Winner interview with Joonmo Yang of BorderX for Hyundai MOBIS, the Platinum Winner of the 2025 MUSE Creative Awards.","breadcrumb":{"@id":"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/muse.international\/index\/creative-leadership-in-motion-joonmo-yang-on-hyundai-mobiss-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/muse.international\/index\/"},{"@type":"ListItem","position":2,"name":"Creative Leadership in Motion: Joonmo Yang on Hyundai MOBIS’s Campaign"}]},{"@type":"WebSite","@id":"https:\/\/muse.international\/index\/#website","url":"https:\/\/muse.international\/index\/","name":"Muse.World","description":"MUSE Creative Awards | Vega Digital Awards | TITAN Awards","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/muse.international\/index\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/muse.international\/index\/#\/schema\/person\/6c06d27dec72f8caef69a58de7057d86","name":"Maizura","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/muse.international\/index\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/a7ec2dc5487c561c4b56a152817a6c14?s=96&r=g","caption":"Maizura"},"url":"https:\/\/muse.international\/index\/author\/maizura\/"}]}},"_links":{"self":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts\/39787"}],"collection":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/comments?post=39787"}],"version-history":[{"count":5,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts\/39787\/revisions"}],"predecessor-version":[{"id":39801,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/posts\/39787\/revisions\/39801"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/media\/39937"}],"wp:attachment":[{"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/media?parent=39787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/categories?post=39787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/muse.international\/index\/wp-json\/wp\/v2\/tags?post=39787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}