Zauberberg Director Daniel Soares Goes Big for Hyundai and Innocean

This spot for Hyundai is a special project brought to life, made possible by the trust of its protagonists and direction of its creatives.

Starring Loretta Stern as a mother, and Leonie Hoffman as the child, the spot was directed by Daniel Soares and created together with Innocean Berlin for Hyundai.

The work launched as Zauberberg signed Daniel Soares its roster of directors. The team at Zauberberg sat down with Daniel to find out more...

Q>How was your experience working commercially with Zauberberg in Germany after having worked mainly in the US on most of your branded projects?

Daniel> Lovely. Everybody was so great at what they do from the first day of pre to last day of post production. I had a really good time making this spot. Zauberberg is a very special place. They have this beautiful big house in the outskirts of Berlin and being there, it felt like a big family.

They don't do just great ads, they also cook great!

Q> Can you explain your approach to the ‘Go Big’ project knowing you would be dealing with real people & sensitive stories yet applying it to a commercial format.

Daniel> These type of projects are tough and I almost didn't want to do this project because of how sensitive it is. Ultimately I think it's great that brands are doing this type of work because it just normalizes things like Cerebral Palsy.

When I met Leonie, I knew we were doing the right thing. She was genuinely excited about being part of this project. Those things you can't fake. So all in all I just tried to stay on course with this idea of integrity.

Ultimately I like these type of projects because they are meaningful.