Hyundai and Annie Leibovitz reunite for 13 more ‘Journeys’ in portrait series

The campaign, launched in 2021, spotlights Hyundai employees, dealers, partners and owners

Published On
Mar 07, 2023
Photo of Jordan Adbur-Ra’oof, a Hyundai owner and climate activist, shot through a car window at sunset

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Hyundai and photographer Annie Leibovitz are back for a second round of the automaker’s “Journeys” portrait series, which uses photographs and videos to profile individuals who are inspiring the brand.

The campaign launched in 2021 with the stories of eight Hyundai owners and 17 employees. This year, it continues with 13 all-new narratives and content. The work documents Hyundai employees, dealers, partners and owners.

Among this year’s subjects are Jordan Adbur-Ra’oof (see above), a Hyundai owner who left the corporate world to work for a climate startup and who is creating a platform helping Black and underrepresented artists.

Below is a portrait of Liza Borches, president and CEO of one of the fastest-growing Hyundai dealerships in the country and a member of a nonprofit that helps families without stable, reliable transportation.

Photo of Liza Borches, president and CEO of one of the fastest-growing Hyundai dealerships in the country

Other subjects will include:

• Taylor Hagler, an American racing driver who competes for Bryan Herta Autosport and is the only woman ever to win back-to-back IMSA Michelin Pilot Challenge TCR Championships.

• Mark Fugveland, Hyundai partner and founder of Abilitease, which develops product solutions for individuals with disabilities.

The new portraits began rolling out in January. More will be revealed each week through March 31.

“We are honored to continue to work with Annie Leibovitz and her team to tell the unique stories of those who have a relationship with Hyundai,” said Angela Zepeda, chief marketing officer of Hyundai Motor America. “Everyone has their own journey, and every mile of that journey is important. Rooted in emotional storytelling, the portrait series and supporting content brings to life the spirit of Hyundai and its customers’ passion for life—a reminder of the people we build cars for.”

“Journeys” is part of Hyundai’s overarching “It’s Your Journey” brand campaign, launched in 2022, which expresses that no matter where customers go in life, or what journey they are on, Hyundai makes it possible.