Alex Tait was commissioned by South Korean luxury department store Hyundai for their Family festival campaign and in-store activity, ‘Picnic Happiness A-Z’. In Korea, May is a major month due to the number of national holidays – ‘family month.’ For years, the Hyundai store has collaborated with various artists around the world to mark the occasion – which, for them, is as big as Christmas. Each year they host a different theme which they bring to life through stories and characters used across their in-store visuals and store windows.
Alex worked closely with the Hyundai in-house creative team in Seoul to create a suite of images to work across their installations in-store, social, advertising campaign and merch. Alex’s ‘Hugging Monster’ character was built into a plush sculpture for people to actually hug.
Alex Tait’s illustration style is both simple and busy. A character design specialist, his bold and playful illustrations often feature irreverent characters in contorted poses, crowd scenes, and pets.
When working with brands, Alex can perfectly balance fun and dynamic with warm and human, bringing humour and a touch of surrealism to each project.
Alex’s recent clients include Spotify, Pentagram NY, Adidas, Hyundai, humantold, and Google.