ISSUE NO.01 - ALL NEW OPTIMA
SHOOTING CARS

SHOOTING CARS

These people spend lifetime going through mental agony to look through an eye of a camera to capture the eye of the audience. But they never stop trying to get closer to us. Get inside the thoughts of the advertising professionals.

What is the concept of Optima Commercial advertisement?

Nayoung
Lee
Creative
Director

The new Optima sets a clear goal of being 'unrivaled medium-sized sedan, never found in any other places' from its development planning stage. However, we should include the clearly different value that it has two faces and we focus on 'the irresistible fascination'. We mainly concentrated on expressing the car attracting all the spotlights in the world like a black hole in the advertisement.

What does spotlight of Optima Commercial drone art mean?

Nayoung
Lee
Creative
Director

A spotlight has the characteristic of shining the 'point of intention', which it aims to reach. We try to show the clear image that the car, Optima, attracting the world's attentions through spotlight of drones. We think that it effectively indicates who is hero of the stage.

What kind of feature of the new Optima do you try to include in Optima Commercial?

Nayoung
Lee
Creative
Director

The Optima has been recognized as the car, having strengths in design, from the previous generation by global consumers. We also focus on highlighting the new model's fascination, given off from its design, where in line with the previous models.

What considerations went into creating three key feature video on style, quality, innovation of Optima?

JungHwan
Park
Communication
Specialist
Kia Motors

While being informative is important, we never wanted to be a boring education video. Notice how the car never stops from start to the end of the video, driving around with lilting band music as a background The use of fast paced editing with the exceptional use of light and shade contrast created rhythmical transition between the scenes to entertain the audience.
Capturing the audience attention with the video work naturally helped us to pass on the informative message in a more receptive manner. Also, urban stylish atmosphere of the spot, Los Angeles, helped us create great visual combination of Optima and the background to strikingly impress the audience eyes.

Were there any interesting episodes while producing the advertisement?

Nayoung
Lee
Creative
Director

Most of scenes were shot at night to strongly express the light, shining on the car. There are always problems in night shooting but the hardest thing was to be up all night shooting. When we got the perfect cut after several shoots, our tiredness just melted away.

What do you think is the fascination of Optima, as an account executive?

Nayoung
Lee
Creative
Director

Optima is the alpha of identity of Kia cars, 'design Kia'. It means the car is meaningful not just for the company but for the whole automobile industry. I think the design improved on its perfection, changing from 3RD to 4TH GENERATION.

Video Play

All New Optima
Fascinating Perfection

Video Play

All New Optima
Key point Advertisement

OPTIMA Magazine

ISSUE NO.01
ALL NEW OPTIMA

Go Top
Rotate Phone

View in vertical condition