Kia TV
Kia
Period
2018-2019
Format
Digital Series
Location
Worldwide
Overview
Reframing product storytelling by connecting unveilings, user voices, and brand values across platforms.
Thematic
Connecting Launches, People & Culture
What We Did
Digital Series Planning, Interview Production, Creative Direction
Context
Kia set out to build an interactive content journey that went beyond simply introducing new vehicles—connecting brand culture with real customer experiences. This approach was grounded in the belief that storytelling on digital platforms can serve as a powerful tool in brand strategy.
- MyCity: Aimed to shift from a product-centric image to a people-centric brand by showcasing how Kia vehicles seamlessly integrate into everyday life in major global cities.
- MyKia Projects: Focused on delivering an authentic brand message by highlighting real-life experiences from Kia owners around the world, strengthening credibility through their voices.
- GetAway: Positioned the vehicle as a lifestyle companion that embodies the core value of mobility—freedom to move—and supports moments of escape and renewal.
- First Impression: Captured a wide range of immediate reactions from visitors at global motor shows, offering timely insights to inform future marketing strategies.
Challenge
Kia needed to go beyond product promotion to convey its brand philosophy and lifestyle values across diverse regions and themes. From capturing real owner stories to filming global-scale shoots in natural settings, each piece required a customized production approach. The main challenge was delivering authenticity while adapting to cultural contexts and on-site unpredictability.
- MyCity: Required balancing the cultural identity of each city with a unified brand message, while navigating complex permitting and local production logistics.
- MyKia Projects: Involved filming in diverse legal and cultural settings, capturing natural moments from real users without scripted direction.
- GetAway: Needed to manage accessibility and safety in natural landscapes, while highlighting emotional freedom through highly coordinated travel shoots.
- First Impression: Demanded efficient coverage of interviews and product footage within tight timeframes, while managing spontaneous casting and language barriers on-site.
Solution
Using a modular video strategy that blended product, people, and place, Kia communicated its global message with strong visual impact. We tailored drone, driving, and interview techniques to fit each setting—urban, natural, or event-based—while working closely with local crews for smooth execution. In post, we unified diverse footage through consistent tone, color, and sound, delivering high-quality content on tight deadlines that captured the brand’s emotional core.
- MyCity: Executed complex city shoots through structured planning and strong local collaboration, capturing vibrant urban dynamics with high-level technical execution.
- MyKia Projects: Documented authentic brand moments through owner-centered stories built on pre-interviews and cultural research.
- GetAway: Visually emphasized the car’s role in discovery and freedom, following real journeys outside the city to construct a sincere and immersive narrative.
- First Impression: Ran a structured on-site workflow to efficiently capture the vehicle’s key features and diverse audience responses within limited windows.
Watch
From the Team
“This wasn’t about making a hero film. It was about designing a content system. We built a modular series aligned with the vehicle’s release arc, combining product-first storytelling with lifestyle integration. That let us activate at every stage of the funnel, while staying globally scalable and locally adaptable.”
Yoonseop Kim
Art Director
Credit
Art Director
Producer
Yoonseop Kim
Minseok Kim
Credit
Art DirectorYoonseop Kim
ProducerMinseok Kim
