To come up with an idea and make a video for LEC and their strategic partner, automobile giant KIA. This work had to be the sequel to the series of promotional videos already produced by LEC. Moreover, we had to tell the story of KIA’s philosophy “Movement that inspires”, show the connection between motion (KIA) + esports (LEC) and make the video native, as it should not appear distinctly promotional.
We worked with KIA's message “Movement that inspires” and aimed to visually convey concepts of “movement” and “inspiration.” Our goal was to create an ad that resembled a branded content blog, crafted by LEC casters, with a genuine storyline that didn't feel staged. This style aligned with previous LEC commercials, which we wanted to maintain.
To present the brand's manifesto, we devised a strategy of subtly revealing it rather than stating it directly. Our idea involved a LEC caster sharing the brand's core principles through a narrative directed at a newcomer. This newcomer has limited knowledge about LEC, the casters' work, or the intense emotions evoked by gaming shows. As the story unfolds, the newbie becomes increasingly inspired and eager to immerse themselves in the vibrant world of LEC. Simultaneously, their words about inspiration and powerful emotions seamlessly merge with visual depictions of a moving car. This is how the concept showcases KIA and its central idea of “Movement that inspires.”
In four weeks from the final ok to the release we managed to:
“Movement that inspires,” KIA's slogan, became the motto of the whole team. We had to move from one step to another at a fast pace, and it really inspired us.
Judging by the comments under the video, our ad had fitted perfectly into LEC style.
Moreover, the most attentive viewers interpreted it as a reference to the appearance of a new caster. Guess who was mistaken for this mysterious person? Our film director!