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 the 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.” – Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company.
A Tale of Identity, Connection and Growth
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 Commitment to Cinematic Storytelling
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.
Sundance Film Festival: A Global Celebration of Independent Cinema
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.