Artur Martins |
Kia Motors Corporation |
SVP Global Chief Brand Officer & Chief Experience Officer |
Kyungmi Lee |
Kia Motors Corporation |
Head of Global Marketing Communications |
Gabriel Mattar |
INNOCEAN Worldwide Europe |
European Chief Creative Officer |
Ricardo Wolff |
INNOCEAN Worldwide Europe |
Executive Creative Director |
Jack Christensen |
INNOCEAN Worldwide Europe |
Creative Director |
Teco deLuccia |
INNOCEAN Worldwide Europe |
Creative Director |
Nicolas Holz |
INNOCEAN Worldwide Europe |
Senior Copywriter |
Ana Conrado |
INNOCEAN Worldwide Europe |
Senior Art Director |
Giovanna Pereira |
INNOCEAN Worldwide Europe |
Junior Copywriter |
Seine Kongruangkit |
INNOCEAN Worldwide Europe |
Junior Art Director |
Marcus Wetschewald |
INNOCEAN Worldwide Europe |
Producer |
Alessia Bellini |
INNOCEAN Worldwide Europe |
Account Director |
Michael Dunker |
INNOCEAN Worldwide Europe |
Digital Account Director |
Benjamin Merten |
INNOCEAN Worldwide Europe |
Account Director |
Carlos Suárez |
INNOCEAN Worldwide Europe |
Editor |
Barney Steel |
Marshmallow Laser Feast |
Director |
Ersinhan Ersin |
Marshmallow Laser Feast |
Director |
Ulla Winkler |
Marshmallow Laser Feast |
Creative Producer |
Katherine Templar Lewis |
Scientists |
Creative Scientist and Futurist |
Richard Taylor |
Scientists |
Professor for Physics, Psychology and Art |
Beatriz Calvo Merino |
Scientists |
Cognitive Neuroscience Reader & Collaborator |
The art direction of The Inspiring Billboards is heavily connected to the scientific insight behind its core idea, that using real movements in nature can inspire the viewer. Natural elements such as water, earth and air inspired the overall look and feel of the visuals. The fractal patterns produced by these movements were used to develop the animated visuals. The texture of these patterns was maintained, resulting in a fractal like consistency throughout each animation. Essentially the art direction followed the science and the lab tested to give us the visuals that were most proven to inspire. Kia’s new brand design also played a big role in the development of the art direction. It was important that the brand’s new visual identity was implemented through the art direction of the campaign, as the OOHs were used to announce and introduce the new Kia brand.