What comes to mind when you think of the power of a performance vehicle? It could be its loud, revving engines and tiny frame. Or the cacophony of rumbles and roars. That\u2019s not the case with the all-electric Kia EV6 GT\u2014 its high-speed 576 HP engine doesn\u2019t need to make a lot of noise to make a power-full statement. In the latest campaign by David&Goliath (D&G) which launched early this month, Kia illustrates that \u201cSilence is Powerful\u201d.<\/p>\n
Weighing in on this notion is Kia\u2019s inspiring spokesperson featured in the campaign\u2014 Kris Martin, a six-time National Kart Champion, NASCAR, and Le Mans professional race car driver who is deaf. As an advocate, motivational speaker and inspiration for the deaf community and families of those with deaf children, Martin is the perfect example of someone who has defied all odds, and behind the wheel of the EV6 GT, shows how powerful silence can be.<\/p>\n
In the quiet campaign, the hero spot, directed by the renowned commercial and feature film director, Marc Forster, shows beautiful shots of Martin racing the EV6 GT along a professional track. Between clips of the stylish and innovative vehicle, Martin signs \u201cI don\u2019t need noise to tell me something is fast\u201d demonstrating the electric car\u2019s ability to go from 0 to 60 in 3.4 seconds. Watch below:<\/p>\n
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https:\/\/www.youtube.com\/watch?v=wKL9NoHyLCs&feature=emb_imp_woyt<\/p>\n
Forster, who also directed notable films such as James Bond film Quantum of Solace and Monster\u2019s Ball starring Halle Berry, captured the epic beauty of the campaign ethos through his experienced and gifted cinematic lens. \u201cThis campaign is a massive departure from your typical automotive work,\u201d Forster elaborates. \u201cJuxtaposing the throbbing rumble of the car with silence is a powerful device to illustrate the feel and texture of what Kris Martin experiences in the driver seat. We\u2019re made to feel the quiet during the storm.\u201d<\/p>\n
\u201cWe are proud to launch this special campaign in partnership with professional race car driver Kris Martin,\u201d said Robert Casillas, Executive Creative Director at David&Goliath. \u201cAs an inspiration for the deaf and race car community, we wanted to create a unique soundscape that made the viewer feel just how powerful silence can be.\u201d<\/p>\n
\u201cWe were also lucky to have worked with director Marc Forster to help bring this campaign to life,\u201d said Courtney Pulver, Executive Creative Director at David&Goliath. \u201cHis passion for the message helped capture Kris Martin in an authentic, empowering way.\u201d<\/p>\n
\u201cWorking with David&Goliath was a wonderful experience,\u201d remarks Forster. \u201cTheir commitment to breaking convention was a breath of fresh air, especially for this category of work.\u201d<\/p>\n
In addition to the broadcast spot, D&G created unique, bite-size content for social media called \u201cSign Language Shorts.\u201d These capture the campaign message in the shortest way possible and will launch only on social media.<\/p>\n
In typically sound-on platforms like TikTok, our work embraces the power of silence to make an even louder statement. Other campaign elements include :15 and :06 cutdowns for paid digital and enthusiast print with campaign presence in MotorTrend Magazine, launching on November 18th and Car and Driver Magazine launching on November 29th.<\/p>\n
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CREDITS:<\/strong><\/p>\n CLIENT: KIA Motors of America<\/p>\n AGENCY: David&Goliath, LA<\/p>\n Founder & Creative Chairman: David Angelo Director: Marc Forster Managing Director: Adam Bright Senior Colorist: Jill Bogdanowicz Lead Flame Artist: Brian Conlon MUSIC: Butter Music and Sound Audio Post: Mr. Bronx Sound Mixer: Nathan Dubin <\/p>\n <\/p>\n
\nChief Creative Officer: Ben Purcell
\nChief of Social Impact: Blake Winfree
\nExecutive Creative Director: Frauke Tiemann
\nExecutive Creative Director: Courtney Pulver
\nExecutive Creative Director: Robert Casillas
\nExecutive Creative Director: Mark Monteiro
\nGroup Creative Director: John O\u2019Hea
\nJunior Copywriter: Ashtyn Livingston
\nArt Director: Carter Waldron
\nHead of Strategy: Melissa Cabral
\nGroup Communications Strategy Director: Jeff Cannata
\nGroup Strategy Director: Bruno Cunha
\nAssociate Strategy Director: Kelly Slater
\nJunior Strategist: Kelsey Hillner
\nManaging Director of Broadcast Production: Paul Albanese
\nManaging Director, Integrated Production & Technology Services:Peter Bassett
\nGroup Executive Producer: Christopher Coleman
\nSenior Producer: Carolyn Casey
\nExecutive Art Producer: Cara Nieto
\nDirector of Business Affairs: Quynh-An Phan
\nAssociate Business Affairs Manager: Kristina Van
\nManaging Director: Lisa Tanner
\nGroup Account Director: Allison Draskovich
\nAccount Director: Kylie Harmon
\nAccount Supervisor: Andrea Cadloni
\nAssistant Account Executive: Connor Heffernan
\nDirector of Project Management: Amy Chiang
\nSenior Project Manager: Mike Antonellis
\nProduct Information Manager: Mark McNaul
\nAgency Product Specialist: Nic Duynstee
\nPRODUCTION COMPANY: Rakish<\/p>\n
\nDOP: Paul Meyers
\nManaging Director: Preston Garrett
\nExecutive Producer: Gabe Reiter
\nHead of Production: Heather Weinstock
\nProducer: Julien Lemaitre
\nProduction Service Company: Asymetric
\nExecutive Producer: Evan Landry
\nExecutive Producer: Nick Burry
\nHead of Production: Robert Perry
\nProducer: Rod Bailey
\nEDIT: Spinach LA<\/p>\n
\nExecutive Producer: Jonathan Carpio
\nSenior Editor: Damion Clayton (Courtesy of RPS)
\nJunior Editor:Derrick Monks (Courtesy of RPS)
\nAssistant Editor:Shelly Rose (Courtesy of RPS)
\nSenior Post Producer: Cristy Torres
\nCOLOR: Company 3 Color<\/p>\n
\nSenior Producer, Color: Matt Moran
\nSenior Executive Producer: Ananda Reavis
\nPOST PRODUCTION FINISHING: Company 3 Finish<\/p>\n
\nFlame Artists: Matt Welch, Ian Holland, Kelly Bumbarger, Mandy Sorenson
\nSenior Executive Producer: Ananda Reavis
\nAssociate Producer: Kayla Arendts<\/p>\n
\nExecutive Producer, Butter: Sound Annick Mayer
\nSenior Producer, Butter Sound: Stone Irr
\nSound Designer, Mr. Bronx: David Wolfe
\nSound Design EP, Mr. Bronx: Hanna Choi
\nAUDIO POST: Margarita Mix<\/p>\n
\nSound Design: Geoff Strasser
\nCreative Director: David Wolfe
\nAudio Post EP: Hanna Choi
\nAudio Post Associate Producer: Maggie Norsworthy<\/p>\n
\nExecutive Producers: Whitney Morris & Paula Arnett
\nOperations Manager: Brian Frank<\/p>\n