I joined Big Group after freelancing on a pitch-winning deck for Hyundai's Brochure work. I wrote a new tone-of-voice proposal, which stripped back the hyperbolic copy they were used to in favour of a cleaner, more honest approach. The second example below is for the Veloster. As the most rebellious car in the range it needed a tongue-in-cheek tone to match, which comes through in the last line.
