Matt Gustafson
Creative Director &
Narrative Designer
I lead brand storytelling from concept through execution—building narrative systems that connect voice, visuals, and strategy across platforms.
This is work where structure meets emotion, and brand goals meet human connection.
Hyundai
Kamp Kona
Creative Director · Story Producer · Brand Strategist
A three-city concert series and immersive brand experience to launch the Kona SUV.
Transformed cultural spaces in Santa Fe, LA, and Marfa into interactive brand moments featuring artists like Dan Deacon, custom installations, and a content rollout across documentary-style video, Instagram activations, and short-form social.
Hyundai
The Young Entrepreneurs Series
Creative Director · Story Producer · Brand Strategist
Documentary series following young founders building real businesses. Their stories drove the narrative—Hyundai vehicles showed up where they naturally fit.
Impact: 43M views, 160M impressions, 5x average engagement, Internationalist Award, renewed for Season 2.
Subaru
Make A Dog's Day + Product Launches
Creative Director · Story Producer · Brand Strategist
Multi-year partnership spanning product launches and Subaru's annual Make A Dog's Day campaign. Led interactive adoption campaigns using live puppy cams, digital documentaries, and social activations—building narrative structure and tone across video and UX content.
Impact: 595M+ impressions, 2,500+ adoptions, Shorty Award.
Oscar Mayer
Hot Dog Wedding
Oscar Mayer wanted something unforgettable. We gave them a hot dog wedding.
Real-time experiential campaign that became a YouTube mini-doc and IG Live event. 1M+ views, 55% retention, and a perfectly absurd love story that brought people (and hot dogs) together.
Creative Director · Story Producer
Lucky Charms
The Magic Inside
I led creative for The Magic Inside, a children’s book and multimedia campaign exploring Lucky the Leprechaun’s origin story.
The project included a print book distributed via Little Free Libraries, a custom microsite, and a full video reading by Taye Diggs—all crafted to tell a story of identity and belonging with warmth, magic, and heart.
Creative Director
BuzzFeed Branded
Various
Creative Director · Story Producer
Creative direction across branded video formats — stop-motion product spots, Google tech explainers, taste tests, sketch comedy. Work that felt platform-native, visually sharp, and emotionally on point.
