The sky’s the limit for Kia’s new new Telluride X-Pro. The only limit, apparently. David&Goliath has added surreal humour to the classic car format (aka, the long and winding road). The car is taken on a drive through the scenic, winding canyons of Telluride, Colorado, up towards Imogene Pass, situated over 13,000 feet above the town (aka, torture test). It reaches the clouds – which are being painted by two painters on a scaffold.
The commercial’s drama – and its humour – were amplified by the direction of Reverie Content director, Philippe André. The 60-second spot, Clouds, launched during the 74TH EMMY Awards.
“When you have a vehicle this elevated, it gives you licence to push the limits, and show something we haven’t seen before,” stated Ben Purcell, chief creative officer at David&Goliath. “We partnered with Philippe André at Reverie Content and the gifted VFX artists at Kevin to make the heightened reality feel all the more possible. And to tell this story, there was only one place that felt epic enough for that journey to begin, and that’s Telluride, Colorado. We faced lightning and mudslides, but the Telluride, just kept climbing. And earned its place at the very top.”
“As we built the narrative of the climb, I wanted to balance the real and the surreal elements, letting the story unfold into a spectacular reveal,” added André. “I particularly loved adding this growing sense of surreality in the otherwise very epic and awe-inspiring mountains of Telluride.”
The TVC leads a campaign that includes social, digital, and OOH. Enthusiast print launches on October 1 and OOH goes live across markets nationwide on October 3, while digital and social 30-, 15- and 06- cutdowns of the spot run live on September 12.
Credits:
Agency: David&Goliath
Founder & Creative Chairman: David Angelo
Chief Creative Officer: Ben Purcell
Executive Creative Director-Art Director: Frauke Tiemann
Executive Creative Director-Copywriter: Mark Monteiro
Associate Creative Director-Copywriter: Chris Davis
Associate Creative Director-Art Director: Evan Bross
Managing Director of Broadcast Production: Paul Albanese
Group Executive Producer: Christopher Coleman
Freelance Producer: Karena Dacker Senior
Senior Project Manager: Donna Alexander
Managing Director, Integrated Production & Technology Services: Peter Bassett
Executive Print Producer-Print Services: Elisa Atwood
Executive Art Producer: Cara Nieto
Group Strategy Director: Bruno Cunha
Associate Strategy Director: Kelly Slater
Managing Director: Lisa Tanner
Group Account Director: Allison Draskovich
Integrated Management Supervisor: Courtney Landrum
Senior Account Executive: Brittni Ortega
Assistant Account Executive: Barbara Lopez
Product Information Manager: Mark McNaul
Senior Business Affairs Manager: Quynh-An Phan
Associate Business Affairs Manager: Kristina Van
Production Company: REVERIE Content
Director: Philippe André
Director of Photography: Adam Frisch
Partners & Executive Producers: Cathleen O’Conor Stern & Rich Pring Partner
Line Producers: JD Davison & Bernard Rahill
Staff Production Manager: Hayley Diaz
Production Supervisors: Payton Dunham & Michelle Del Mese
2nd Unit Director: Jeff Yeats
Edit Company: Spinach
Managing Director & Editor: Adam Bright
Executive Producer: Jonathan Carpio
Senior Post Producer: Cristy Torres
Assistant Editor: Jared Deaver
VFX Company: Yours Truly Kevin
Executive Creative Director & Partner: Tim Davies
Head of CG: Mike Dalzell
CG Supervisor: Matt Longwell
Senior Executive Producer & Partner: Sue Troyan
Senior Producer: Jami Schakel
VFX Coordinator: Connor Van Der Linde
2D Artists: Ben Smith, Dag Ivarsoy, Rob Winfield, Robert Murdock
3D Artists: Carl Harders, Kathryn Dougan, Kerry Graham, Nico Sugleris
Colour Studio: The Mill
Colourist: Daniel Devue
Colour Producers: Jackson Winkler & Alex Zhao Color Producer
Colour Assistants: Baptiste Carrara 7 Frederick Agyemang
Audio Services: Margarita Mix
Audio Mixer & Sound Designer: Nathan Dubin
Executive Producers: Whitney Morris & Paula Arnett
Original Music: Mophonics
Head of Production & Partner: Shelley Altman
Executive Creative Director & Partner: Steph Altman
Executive Producer: Colette Huemer
Composer: Roberto Murgia
