KIA captures magical family reunion in desert wilderness for new campaign
The spot was shot by Bruce St. Clair through Great Guns USA.
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KIA has teamed up with Great Guns USA director Bruce St. Clair for a heartwarming campaign shot in the California desert.
The campaign centres on members of a family, each in a different KIA car which effortlessly navigates the winding trails of a remote rocky expanse. Under a setting sun, they exit the vehicles to huddle together under a vast rock face, onto which the younger generation projects old videos of their parents, a unique celebration of their anniversary.
David & Goliath gave Great Guns USA director Bruce St. Clair the brief to capture a family coming together to surprise their parents in a distant location, infused with both energy and emotion. Bruce was drawn in by the storytelling angle, keen to show how the vehicles enable the family to create special memories together.
Credits
powered by
- Agency David & Goliath/El Segundo
- Production Company Great Guns/USA
- Director Bruce St Clair
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Credits
powered by
- Agency David & Goliath/El Segundo
- Production Company Great Guns/USA
- Director Bruce St Clair
- Executive Producer/Managing Director Oliver Fuselier
- Head of Production Melissa Jacobs
- VFX JAMM Visual
- Executive Producer Asher Edwards
- Editing Spinach Editorial (In-House at David & Goliath/Los Angeles)
- Executive Producer Jonathan Carpio
- Producer Patricia Gushikuma
- Managing Director/Editor Adam Bright
- Chief Creative Officer Ben Purcell
- Executive Creative Director Avital Pinchevsky
- Creative Director Nick Micale
- Creative Director Bennett Austin
- DP Tim Thompson / (DP)
- Production Designer Joaquin Grey
- Art Director Jason Magnes
- Executive Producer Sarah Patterson
- Senior Producer Mike Wigart
- Associate Producer Jonna Hicklin
Credits
powered by
- Agency David & Goliath/El Segundo
- Production Company Great Guns/USA
- Director Bruce St Clair
- Executive Producer/Managing Director Oliver Fuselier
- Head of Production Melissa Jacobs
- VFX JAMM Visual
- Executive Producer Asher Edwards
- Editing Spinach Editorial (In-House at David & Goliath/Los Angeles)
- Executive Producer Jonathan Carpio
- Producer Patricia Gushikuma
- Managing Director/Editor Adam Bright
- Chief Creative Officer Ben Purcell
- Executive Creative Director Avital Pinchevsky
- Creative Director Nick Micale
- Creative Director Bennett Austin
- DP Tim Thompson / (DP)
- Production Designer Joaquin Grey
- Art Director Jason Magnes
- Executive Producer Sarah Patterson
- Senior Producer Mike Wigart
- Associate Producer Jonna Hicklin
Needing a large expanse that could accommodate the number of cars, Bruce opted to shoot on location rather than in a studio. The campaign required a unique setting only accessible by the range of cars, and was therefore shot in Blayney Ranch (Palmdale, CA), an area of desert wilderness popular for filming. It also offered a rocky outcrop for the projection of the home footage, which was then expanded further in post.
The crew then faced the challenges of navigating the weather and limited hours of daylight. The final film had to show the cars arriving at sunset, with the projection starting the moment the sunlight disappears, which couldn’t be cheated. The team had to film two hours before sunset and two after, rehearsing the position of the cars and the arrival of the family during the day to ensure none of their limited time was wasted.
Bruce St. Clair comments: “I love filming cars and storytelling. The human element in these automotive commercials is what attracts me, showcasing how cars can play a role in creating stories, memories, adventures, rather than just being vehicles. I also enjoyed shooting on location - there’s something unique about it that drives us to get the best shot at the right moment.”
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