BACKGROUND

Kia recently launched its new Stinger model, aiming to rival some of the most recognized sports cars in the market. Our goal was to position the Stinger alongside these household sports car names by producing a visually compelling and high-energy spec commercial. Partnering with our local Kia dealership, we gained access to a fresh-off-the-floor model and set out to create a unique piece that would give us complete creative freedom while showcasing the car’s performance and appeal.

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APPROACH

Our primary objective was to make the Stinger stand out visually and convey its performance without relying on typical driving shots. To achieve this, we rented a spacious warehouse and transformed it into a dynamic set. The car was surrounded by an array of lights and haze, creating an atmosphere that was both sleek and dramatic. By using quick camera movements and carefully choreographed sweeping lights, we were able to capture the illusion of speed and energy, despite the car remaining stationary. This approach allowed us to give it that classic sports car commercial feel—highlighting the sense of motion and power.

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Once the footage was in the can, we shifted our focus to sound design, knowing that audio would play a key role in building the car’s personality. We didn’t want to settle for generic, pre-recorded sounds, so we dedicated a full day to meticulously capturing authentic audio from the vehicle. We mic’d up every key component, including the exhaust, engine bay, tires, and transmission, to record the rich, nuanced sounds of the car in action.

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Of course, the car needed to be driven to capture these elements properly. This added an extra layer of excitement as we got to experience and record the Stinger’s true performance firsthand.

With both the visuals and sound captured, we moved into the post-production phase. Over the course of several days, we fine-tuned every detail. Editing was focused on maintaining the fast-paced energy we wanted, while color grading enhanced the moody and sleek tone. Sound design was the final piece of the puzzle, where we blended our custom-recorded car sounds with the visual action to create an immersive experience that perfectly aligned with the Stinger’s brand identity.

The result? A polished, high-energy spot that captures the essence of the Kia Stinger, leaving a lasting impression and positioning it confidently among other sports car titans.