Kia: The Features Film

What if safety videos didn’t have to suck?

We were asked to create safety demo videos for 8 different Kia vehicles. So we did. Complete with car chases, kidnappings, and a murderous crime syndicate. The final product was a six-minute action thriller where the cars and their features took center stage. It just might be the first product demo that gets your heart racing.

TEASER TRAILER
In a year without big Hollywood movies, we rolled out the Features Film like a summer blockbuster campaign. Starting with a trailer that was viewed 5.5 million times on YouTube.

SNEAK PEAK
Then we leaked the first 60 seconds of the story.

15-SECOND EPISODES
We targeted in-market shoppers through preroll and social media. Releasing the film in 13 parts, each built around a specific feature.

THE FILM
Everything led up to the release of the 6-minute long-form film, across all online channels.

SOCIAL MEDIA
Our social campaign included Motion Movie Posters starring our memorable characters, and interactive Instagram polls that invited fans to choose their own getaway car.

CASE STUDY
The Features Film was applauded by audiences and critics alike, resulting in 22.5MM views, and crushing benchmarks for tricky metrics like completion rate, recall, and favorability. Accomplishing maybe the ultimate impossible mission: creating a demonstration video worthy of a sequel.