The campaign comes to life through the visionary direction of Montreal-based music video director Adrian Villagomez and production company Fela, whose original videos reflect the Kia K4’s departure from conventional norms. Fashion photographer Mollie Pie adds a bold visual layer with an OOH and digital photo series inspired by street-style photography. Key elements of the campaign include a dynamic four-video broadcast and online series, an expansive OOH presence with street-level wild postings and video takeovers, and a high-frequency media push across Meta platforms. Elevating the experience further, the original track “New Gold” by Gorillaz featuring Tame Impala and Bootie Brown infuses a fresh sonic identity into the campaign’s video assets.