Hankook Tire Drive & Learn Events

Role: Associate Creative Director

I led the creative development of two flagship dealer experiences for Hankook Tire USA, bringing dealers to Tennessee and Chicago for immersive, hands-on opportunities to test Hankook's latest tire technology. From event concepting and planning to on-site creative direction and content capture, I helped shape every stage of the experience—creating events that strengthened dealer relationships while bringing the brand to life in an authentic, memorable way.

Tennessee

I directed copy development for a custom-designed welcome booklet that greeted dealers with a premium, coffee table-worthy keepsake. Working closely with the creative team, I ensured the messaging throughout—from event logistics to product information—captured the energy, excitement, and adventurous spirit of the weekend.

Chicago

I directed copy development for a bespoke welcome booklet designed to reflect the elevated atmosphere of the Chicago and Autobahn Country Club experience. Collaborating with the creative team, I helped shape the messaging to feel polished, aspirational, and performance-driven, transforming event details, driving schedules, and product information into a premium brand piece worthy of keeping long after the event concluded.

Dealer Voices

I directed a shoot where I interviewed dealers throughout the event, capturing their firsthand impressions of the on and off-road courses and Hankook's tire performance.

In post-production, I provided creative direction for the edit, shaping their testimonials into a cohesive story that highlighted not only the capabilities of the tires but also the shared excitement and energy of the overall event.

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