7 Years in 7 Seconds

To emphasise the superior build of Kia, we put a Kia ProCeed through a battery of tests in just seven seconds. Extreme weather, repetitive action, and the occasional spill highlight Kia's 7 Year Guarantee of durability and impeccable design.

Mixing CGI with beautifully captured photography was essential in not only bringing to life the creative script, but also to have full control over the narrative and flexibility for choreographing each moment.

A carefully planned execution helped provide a dynamic path for the camera to travel, precise timing of each splash or moment of impact, and a final composite of all the elements that went into defining the message of durability. The result was not a clinical test facility of standard robotic machinery, but rather a light-hearted mix of factors that all drivers can relate to. Finishing touches such as a vibrant colour grade and playful adaptation of Buddy Holly’s “Everyday” round out the creative journey.

We believe our decision perfectly enriched the visual story and delivered the ultimate idea in capturing the brand’s promise, not just to provide a reliable vehicle, but as a fun-loving partner to Kia drivers.

Calling for a combination of clever filmmaking and visual effects, we were able to tackle this complex shoot in the most efficient, yet aesthetically beautiful way by utilizing capabilities in visual storytelling, cinematography, design, and photoreal CGI. The shoot was planned in advance with a detailed pre-visualization that allowed directors, agency, and brand to see

the film in action before anything was shot. While a real car was filmed on a practical location, the VFX execution required the creation of a digital double of the vehicle along with an array of complex CG effects. The final result reflected this preparation and the directorial mix of technical and creative skills allowed the team to create the perfect blend of live-action and CG elements necessary for each specific creative challenge. The result is a film that through its combination of the story, the everyday elements and visual impact create a strikingly distinctive car commercial.

Kia allowed us to push the boundaries with this spot, stepping away from your typical car commercial. With an aim to showcase the value of its 7 Year Guarantee, the creative aimed to playfully experiment with how much a car has to endure over its lifetime. A lot can happen in seven years & this ad doesn’t shy away from that as it packs the spot full of extreme weather replications, robot dog simulations, & an attack of colourful bouncing balls!

Jury Feedback

CRAFT – VISUAL EFFECTS / BRONZE

The amount of non existing crazy concepts that had to be designed and working, makes this stand out beyond the usual VFX jobs. It's clear that without a great VFX department, ideas or concepts like this cannot exist. The restrictions of reality cannot stop a great idea anymore thanks to good VFX. 7 Years in 7 Seconds shows us a truly wide range of techniques. Dozens of simulations, integration with live action and above all creating and designing idea's that do not exist yet. So many variables that need to align to make this work. A true team effort and proof of the value of a great VFX company doing what they do best.