Project:

Kia Motors

Agency

David&Goliath

Functions

Art Direction
Graphic Design
Web Design
Print and Digital Design
Broadcast Advertising
Concept and Script Development

Fresh out of grad school, I landed at David & Goliath, where junior art directors cut their teeth on banner ads and comps. But over time, I earned the chance to sell through bigger ideas—ultimately writing and art directing dozens of Kia spots, hundreds of ad placements across every medium imaginable, and multiple redesigns of Kia's website. The following are a few of my favorites, including a spot featuring the iconic Kia Hamsters, the 2014 Super Bowl commercial for the K900, and its follow-up campaign starring Morpheus from The Matrix.

I can’t tell you why the hamsters were still a thing when we made this spot, but I can tell you that the special effects budget is a lot of fun to work with. It seemed only right to do some Weird Science to launch the fully electric Kia Soul.  A spot like this is also an Art Director’s dream.  Plus, at the end of the shoot I got to keep that big red button.

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Our task for the 2014 Super Bowl was to launch Kia’s new flagship sedan, the K900. This wasn’t an ordinary car launch though. The K900 had a sticker price above 50k, which meant we were going to have to convince people that Kia, a brand often associated with value, was capable of producing a world-class luxury sedan that could compete with the established players in the category. To accomplish this we borrowed a character from pop culture who was known for getting people to challenge their perceptions.

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We also created 10 additional pieces for broadcast and digital, including a teaser that aired ahead of the Super Bowl and a series of feature-specific spots that highlighted key aspects of the K900—each one tailored to showcase the car’s luxury credentials in unexpected ways.

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We also filmed this one for some reason.

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