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Lifestyle Hyundai Motor-Backed ‘Bedford Park’ Wins Special Jury Award at 2026 Sundance Film Festival
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Lifestyle Hyundai Motor-Backed ‘Bedford Park’ Wins Special Jury Award at 2026 Sundance Film Festival
Lifestyle Hyundai Motor-Backed ‘Bedford Park’ Wins Special Jury Award at 2026 Sundance Film Festival
Lifestyle Hyundai Motor-Backed ‘Bedford Park’ Wins Special Jury Award at 2026 Sundance Film Festival
Lifestyle Hyundai Motor-Backed ‘Bedford Park’ Wins Special Jury Award at 2026 Sundance Film Festival
Lifestyle Hyundai Motor-Backed ‘Bedford Park’ Wins Special Jury Award at 2026 Sundance Film Festival
PARK CITY, UTAH/SEOUL, January 30, 2026 – The Hyundai Motor Company-backed feature film ‘Bedford Park’ has been honored with the prestigious U.S. Dramatic Special Jury Award for Debut Feature at the 2026 Sundance Film Festival. Directed by Stephanie Ahn and starring Son Sukku and Moon Choi, the film was praised for its compelling exploration of cultural identity and human connection.
This project marks Hyundai Motor’s first participation as an investor in an independent feature film, underscoring the company’s growing involvement in global content industry. Expanding beyond branded content partnerships, Hyundai Motor is taking a more organic approach to participating in authentic storytelling. The film also represents Hyundai Motor’s second collaboration with actor Son Sukku, following the 2024 short film Night Fishing.
It is truly meaningful that Hyundai Motor’s continued pursuit of innovative content collaboration and storytelling has once again been recognized on the global stage of the Sundance Film Festival. Son’s authentic artistry, and his talent as both an actor and a creator shine through in this work. We look forward to sharing this beautiful independent film ‘Bedford Park’ with global audiences soon, and we hope its message of healing and recovery resonates deeply in people’s heart.
Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company
Set in New Jersey, Bedford Park tells the story of Audrey (Moon Choi), a Korean-American woman grappling with loyalty to her immigrant family and her American identity. After her mother’s car accident brings Audrey back to her parents’ home, she meets the man responsible for the crash, Eli (Son Sukku), an ex-wrestler with his own emotional scars. Despite their differences, they soon develop an unexpected relationship. Together, they navigate self-preservation, cultural pressures and chosen love, forming an intimate bond while confronting their pasts.
Son Sukku and Moon Choi portray two people haunted by their emotional legacies yet finding healing and hope in each other. Writer-director Stephanie Ahn’s feature debut presents the nuanced emotional landscape of immigrant children balancing generational expectations and personal growth.
Hyundai Motor’s investment in Bedford Park reflects its ambition to reimagine automotive branding through global content partnerships and narrative-driven storytelling. Moving beyond traditional advertising, the company is building a portfolio of human-centered content collaborations aligned with its vision of ‘Progress for Humanity’.
As the global content landscape evolves, Hyundai Motor is expanding its brand communication strategies by championing creators, amplifying diverse voices, and exploring new forms of storytelling that transcend automotive themes to deepen the brand’s engagement with global audiences. Looking ahead, the company aims to strengthen its presence in the global content industry through creative collaborations that inspire audiences and reflect the human experience.
Bedford Park is produced by Gary Foster (Krasnoff/Foster Entertainment), Chris S Lee (B&C Group), Nina Yang Bongiovi (Significant Pictures), Theresa Kang (Blue Marble Pictures) and Son Sukku (Stannum).
Building on the success of the Night Fishing project—which earned recognition for its creative cinematic approach, including the Best Editing at the 28th Fantasia International Film Festival and the Grand Prix at the 2025 Cannes Lions International Festival of Creativity—Hyundai Motor and actor Son Sukku have continued a genuine and evolving creative partnership. The official selection of Bedford Park for the 2026 Sundance Film Festival marks a meaningful milestone as their collaboration extends into feature-length filmmaking and gains recognition on a global stage.
Now in its 42nd year, the Sundance Film Festival is one of the world’s most renowned celebrations of independent filmmaking. Taking place from January 22 to February 1, in Park City and Salt Lake City, Utah, the festival hosted the world premiere of Bedford Park on January 24.
Daehyun Shin
daehyun.shin@hyundai.com
Global PR Strategy & Planning · Hyundai Motor Company
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About Hyundai Motor Company
Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,’ Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of sustainable future for the world, Hyundai will continue its efforts to introduce zero emission vehicles equipped with industry-leading hydrogen fuel cell and EV technologies.
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https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai
