Hyundai Santa Cruz XRT — Adventure Campaign

No crew. No outside talent. Just my wife and me, producing, shooting, editing, and starring in this campaign for Hyundai's new Santa Cruz XRT.

Our original pitch was a mountain bike adventure across some of SLC’s best trails, with 24 hours to create a full photo set and two social videos. On delivery day, the truck arrived without a hitch receiver to accomodate our bike rack, and the bed was too short for our bikes. No stranger to unexpected plot twists, we worked with the client in real-time, reworking the entire concept around stand-up paddleboarding and overnight camping instead. Same production window, same deliverables, completely different story told start to finish in less than a day.

The XRT held up to everything we threw at it, on pavement and off-road, loaded with gear and pushed into proper truck territory.

This is the work I love: tight timelines, changing conditions, and a vehicle that has to perform exactly as promised when the cameras are rolling, all delivered by a team small enough to move fast and skilled enough to cover every position.