KIA & SHARP
On-Set Art Direction
Kia wanted to showcase its new Stinger model as the stylish choice for the modern urban male consumer.
Kia had partnered with Sharp magazine on a content strategy that featured curated drives through major Canadian cities. We elevated this concept with an aspirational fashion shoot that added an important lifestyle component. To appeal to Kia’s target audience, we cast a masculine, mixed-race model and styled him in three modern looks. Shoot locations were limited to downtown Toronto, so the challenge was to create images that would appear to have been shot in Toronto, Vancouver and Montreal to align with the cross-Canada appeal of the city map concept. We achieved this through three distinct styling choices: a laid-back-but-polished combo for Vancouver, a European flair for Montreal, and a modern take on suiting to appeal to the young Toronto Bay Street guy. Geometric patterns and stripes complimented the car’s modern and sporty angles and pops of blue and yellow created a primary palette completed by the red vehicle.