The centerpiece of Kia’s new national campaign is a :90 film titled “The Arrival” about a newborn baby hamster that is so fast, it’s impossible to catch. Set in a hospital, the film opens on a young nurse making rounds in the maternity ward when she comes across an empty bassinet. It’s revealed that the missing baby is our speedy newborn hamster, racing through the hospital in a diaper and destroying everything in its path. Nurses, doctors, orderlies and other medical staffers chase after the baby hamster in hot pursuit until it swan-dives off the roof of the hospital, utilizes a make-shift parachute and lands in the sunroof of a new Kia turbo Soul, now available with a 201-horsepower engine.
L.A.-based agency David&Goliath aimed to deliver a fresh take on Kia’s ongoing hamster-themed fare. For music, D&G chose the sonic embodiment of speed: Motorhead’s iconic speed metal anthem “Ace of Spades.” The team also worked with director Matthijs Van Heijningen of MJZ to give the narrative a true cinematic feel while dialing up Kia’s trademark in the most kinetic way possible. Then, together with JAMM VFX, they developed the character of the baby hamster and animated it within the real-world hospital environment. The film was shot with anamorphic lenses and was designed specifically to run in movie theaters.
The campaign includes :90, :60, :30 and :15-second extensions for both general and Hispanic markets across in-cinema, digital and online channels.
Client Kia Motors Agency David&Goliath, Los Angeles David Angelo, founder & chairman; Bobby Pearce, chief creative officer; Gustavo Sarkis, executive creative director; Basil Cowieson, James Cohen, creative directors; Paul Albanese, director of broadcast production; Curt O’Brien, executive broadcast producer. Production MJZ Matthijs Van Heijningen, director; Eriks Krumins, sr. exec producer; Donald Taylor, producer. Editorial Work Editorial Jono Griffith, editor; Mario Baird, exec producer; Brandee Probasco, producer; Josh Sasson, assistant editor. VFX JAMM Andy Boyd, VFX supervisor/lead CG; Jake Montgomery, VFX supervisor/lead compositor; Brian Hajek, lead compositor; Patrick Munoz, Mark Holden, Flame artists; Dylan Brown, Nuke artist; Brian Burke, Zachary DiMaria, Kristen Eggleston, Nha Ca Chau, JT Lawrence, Steward Burris, Joshua Merck, Ty Coyle, Jordan Harris, Joel Durham, George Saavedra, CG artists; Ashley Greyson, producer; Asher Edwards, EP. (Toolbox: Flame, Nuke, Maya, Houdini) Color MPC Mark Gethin, colorist; Meghan Lang, exec producer. Music Editing/Sound Design stimmung Rory Doggett, creative director; Gus Koven, sound designer; Kristina Iwankiw, exec producer. Licensed Music “Ace of Spades” by Motorhead Audio Post Margarita Mix, Santa Monica, Calif. Nathan Dubin, mixer.
Top Spot of the Week: Smith & Foulkes Direct A Breakthrough For Circuit Breakers In Schneider Electrics’ “100 Years”
Through the eyes of a child growing up, life’s biggest moments unfold, each one interrupted by unexpected power cuts. Smith & Foulkes are back with yet another wholesome story--this one showing that as a child matures, so does his understanding of the need for a solution, leading to the discovery of Schneider Electrics' advanced circuit breakers, now celebrating 100 years.
Orchestrated through heartwarming animation in this Schneider Electrics’ client-direct spot titled “100 Years,” Smith & Foulkes via Riff Raff Films craft a playful yet impactful journey, illustrating how over the years Schneider Electric’s circuit breaker seamlessly steps in when it’s needed the most. Mathematic served as VFX studio.
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