kia x rafa - against all odds

advertsing/social campaign

produced by - fmly crtv | motion design - george hurrell

This ad marks another thrilling chapter in the highly acclaimed collaboration between KIA and Rafael Nadal. Inspired by his exhilarating and triumphant comeback victory at the Australian Open 2022, the studio was tasked with defining and producing the on-screen graphics for this powerful piece, working alongside the creative team at FMLY CRTV.

The initial development screens showcased a range of intense and dramatic graphics, but as the project evolved, we decided to refine our approach. We strategically scaled back the volume and intensity of the graphics to ensure they complemented rather than overshadowed the footage and narrative. Our goal was to enhance the story with subtle yet impactful statistics that highlighted Nadal’s extraordinary comeback, reflecting the inner strength and relentless drive that powered his success. This careful balance not only celebrated Nadal’s remarkable achievement but also embodied KIA’s core values of resilience, innovation, and excellence.