Challenge
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.
Story
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.”
Production
In four weeks from the final ok to the release we managed to:
- make a full-format PPM book;
- create the storyboard;
- find the actor for the main role and cast our film director for a cameo role;
- choose a filming location in Berlin and get a filming permit from Berlin authorities;
- hold an additional casting of an actor directly on an international bus on the way to Riga;
- change the lead actor, fly the new actor from Riga to Berlin, have an encounter with the police right after the first shot, solve the issue with the police and start filming right away and create a few traffic jams when the filming platform had to turn at an intersection;
- learn to use four languages simultaneously to communicate with the film crew;
- create an editing studio in a hotel room.
“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!
