kia sorento - to hell and back

Commercial - (LA AUTOSHOW REVEAL)

Production details

Role - Director
Client - Kia Motors America
Agency: David & Goliath
Production Company - StudioTEN

Deliverables- 1x large format spot, 1x web spot, 1x broadcast spot
Shoot Days - 1 day

Project overview

Kia & David & Goliath approached Brent with the challenge of taking their new (Stock) 2019 Kia Sorento to the iconic off-road destination Moab, Utah. They wanted to put it up against one of the most famous and challenging trails to show how its newly engineered AWD system could handle the extreme terrain. The goal was to tackle the Hell's Revenge trail, a well-known and difficult trail full of a variety of challenges: technical steep climbs and descents. The most famous and extreme obstacle on the trail, Hell's Gate, was the focus of this spot. Hell’s Gate is a highly technical v-notch ascent that has laid claim to many capable machines (JEEPS). This trail is made for high clearance 4x4 vehicles with a low range, not a stock family car with 7inches of ground clearance and only an AWD system. This was a definite first for any car manufacturer in this segment and an exciting way Kia could reveal the new Sorento at the 2017 LA Auto Show.

The Challenge:

• Successfully doing something never been done before by a stock vehicle in this category and capturing it all in a 1 day shoot. *** modifications limited to new tires and protective skid plate under the oil pan, that's it!

• Protecting for an extremely narrow 4.33:1 aspect ratio in camera for Kia's 80 foot 6.5k large format Autoshow show display. See gallery below for reference.