Work / Campaign / Art direction
Kia Cadenza
This campaign uses the Cadenza’s positioning, the simplicity of its design. The concept and design for this campaign were inspired by the idea of a “mysterious aura” surrounding a clean design. Headlines written for this campaign add character to the concept of simplicity.
The campaign ran in two stages. Teaser executions showed the car only as a single line of light against a dark city, and the reveal brought the full car into view inside the same framing and headline system.
Every headline follows one pattern, “The fine line between” two qualities, so each execution reads as part of one idea even as the format changes.
Highlights
- 01
Teaser print ads
Dark, near-empty layouts where the car appears only as a line of light, paired with headlines such as “The fine line between steely charm and intuitive luxury.”
- 02
Reveal campaign
The full car shown in the same bordered frame, carrying the teaser's line motif into the launch.
- 03
Outdoor billboards
Teaser and reveal versions adapted to large roadside boards, keeping the logo and the line motif clear at a distance.
- 04
Press ads
Full-page “Draws the Line” ads pairing hero photography with feature callouts and a dealer information strip.
- 05
Headline system
One repeatable line, “The fine line between” two qualities, written in versions for luxury, technology and engineering.
The work
A campaign built around the Cadenza's clean design and a mysterious aura.
