A car trip can be a source of inspiration. That is the foundation of Kia’s philosophy, Movement that Inspires. Kia and Innocean Berlin have launched Soundscapes, an experiment in which the car’s AI system translates the topography of landscapes into music, opening new ways to experience the world.
Innocean Berlin collaborated with creative coder, Harald Schaack, from grotesk.group to use the Kia EV9’s ADAS system, capturing every element of the landscape surrounding the car. Then it partnered with music producer, Wonder Bettin, from DaHouse GmbH to assign specific sounds to natural objects, based on how certain timbres naturally evoke ideas of size, texture, and movement.
During the experiment, the car’s AI system translates its surroundings into sound. The composed music captures the essence of the environment, creating a fully immersive experience for everyone inside.
“At Kia, we believe movement inspires ideas, so we wanted to give visually impaired passengers the opportunity to experience the world differently,” commented David Hilbert, marketing director at Kia Europe. “With Kia Soundscapes, we are exploring how technology can tear down barriers and help us create a more inclusive and accessible world.”
“Music holds limitless potential to inspire in ways previously unexplored. Through hearing, it awakens the imagination in ways other senses cannot, offering fresh perspectives on familiar things” – Wonder Bettin, Music Producer, DaHouse.
To promote the experiment, Kia took two passengers who have vision loss on a road trip through some of the world’s most stunning landscapes. Their emotional reactions to experiencing movement and gaining inspiration for the first time were captured in short documentary films.
“Soundscapes allows people to experience the world in a completely new way. It embodies Kia’s philosophy of Movement that Inspires and reflects our dedication to innovation and creating meaningful experiences,” stated Gabriel Mattar, CCO, Innocean Berlin.
Credits:
Credits
Client: Kia Europe
Marketing Director: David Hilbert
General Manager Marketing Communication: Benedict Abrahamsberg
Executive Coordinator Marketing; Lilly Choi
Social Media Manager: Jericho Dignadice
Social Media Specialist: Elina Paunimo
Advertising Agency: INNOCEAN Worldwide Europe
European Chief Creative Officer: Gabriel Mattar
Executive Creative Director: Ricardo Wolff
Creative Directors: Sebastian Pattis & Jose Arnaldo Suaid
Copywriters: Ihor Chubarov & Andrea San Martin
Senior Art Director: Mustafa Karakas
Client Service Director; Europe Alessia Bellini
Business Director: Sarah Massaro
Account Director: Ixchel Ochoa
Head of TV: Fabian Barz
Creative Producer: Valeria Preisler-Vogel
Senior Content Producer: Hannes Andresen
Strategy Lead: Odile Breffa
Junior Strategist: Ruslan Ivakhnenko
Senior Designer – Motion Graphic: Carlos Suarez
Senior Motion: Graphic Kai Kundler
Designer – Motion Graphic: Alexander Aleksidze
Senior Art Director Digital – Motion Graphic: Dominik Gerhards
Director: Joana Colomar
DoP: Enzo Codaro
Videographer: Berlin Julian Larsson
Executive Producers: Ben Schneider & Gernot Jurish-Navarro
Producers: Dennis Czaja &Nikita Mikitin
Editor: Iñaki Pereira
Service Production Companies: Primo Content &
Post Production: Okey Studio
VFX & Post Producer: Athene Xenia Aristocleous
Online: Jemma Fox
Grading: Katie Dymmock
Grading Assistant: Nicole Angliss
VFX Artists: Mark Purser
Collaborators: Harald Schaack @ Grotesk Studio’ Justin Stiebel @ Stink Films; Robyn Landau @ Kinda
