Kia Moving Inspiration
Role: Creative Director Agency: Innocean Milano Year: 2021
CHALLENGE - In 2021 Kia changes its positioning and becomes the brand of the Movement that Inspires, but to launch the first model of this new era it must face a paradox: present a car that's the embodiment of movement through a motionless installation.
IDEA - Using light to turn a non-running car into an artistic installation capable of transmitting and narrating not only its own movement but also the brand’s one.
EXECUTION - Inspired by the design of the car, a special LED material have been used to realize a light design installation that reproduces the air flows normally enveloping the car when in motion. The perception was even more engaging thanks to the light pulsing to the beat of the music during the unveiling event. The whole story was told through three branded video contents and generated great interactions.
PARTNERSHIP - The artistic installation was created thanks to the participation of two international exponents of Italian design: Roberto Palomba and Ludovica Serafini from the Palomba and Serafini Associati Studio.
Episode 1
Episode 2
Episode 3