Since acquiring Boston Dynamics in 2021, Hyundai Motor Company has been helping shape the future of robotics.
And in 2026, the two brands came together on one of the world’s biggest stages: the FIFA World Cup, where Hyundai is an official sponsor and Boston Dynamics the official robotics partner.
But instead of making another sponsorship ad, we decided to use football to push robotics forward.
Introducing: SCHOOL OF FOOTBALL. A new training program for Atlas based on football.
The social content series generated more than 50 million views across all platforms.
Here’s a blog post by Roberto Shu, senior staff research engineer, and Yeuhi Abe, manager controls & reinforcement learning.
AGENCY: BBDO NY
ROLE: CREATIVE DIRECTOR
CORE TEAM FCB NY:
Chief Creative Officer: Michael Aimette
Executive Creative Director: Ricardo Franco
Creative Directors: Pieter Claeys, Roxane Schneider
Senior Copywriter: Thomas Thysen
Senior Art Director: Ashutosh Thakkar
Agency Producer: Dan Roversi
Business Lead: Diana Cash
Account Director: Elisah Tanganelli, Brandon Rodriguez
Account Executive: Louis Carvell
In a launch video, Atlas fell in love with football.