Whether like it or not, running is essentials part of humanity. Since it isn’t a need, didn’t listed in Maslow’s pyramid along with physiological needs. But wherever we look we can see running humans throughout history. Running from predators, enemies, villains, outlaws, or even more personal reasons like health, cardio, problems, drama, and the list goes on and on. You don’t have to chase anything as a reason to run. Run Forever is a perfect metaphor for running until dusk and dawn, created by Universal Everything which describes themselves as a remote-working collective of digital artists, experience designers, and future makers.

Run Forever is a digital media artwork commissioned by Hyundai Motor and visualization of their sustainability and green energy vision. Many automotive companies moving forward for clean mobility solutions and transform themselves for this vision. Hyundai shows their intention with Run Forever as starting in the nature and water, then turning into hydrogen and oxygen to pure energy then returning to nature in the form of plants. Hyundai Motor featured Run Forever on both TV campaigns and on the Creative Wall at their new hub called Hyundai Motorstudio Busan.

I, personally, am very much into advertising and the creative industry but Run Forever deserves more appreciation than just an advertising piece. I believe Universal Everything did fantastic work, and the whole story takes you from point A to B. It triggered many thoughts about running in my mind. How long are we running as humankind? Why are so good at running? On the other hand, running is deeply related to psychology. How do we know we will fight, run or freeze when we are faced with challenges? And my last two cents about the work is, the motion and transitions are perfect, seamless and so fluid!

If I didn’t saw the Hyundai in the description, wouldn’t think it’s commissioned. So, it’s a balanced and good partnership. You can learn more about Universal Everything by visiting their website, Instagram and Vimeo.