3D Effects for Cadenza Ad April 30th, 2010
By Dae Jung Kim
Overseas Communications Team 2
Kia has unveiled its latest model under the name Cadenza for global markets. (Cadenza is a musical term which means an elaborate solo passage introduced near the end of an aria or a movement of a concerto.) With its stylish design, Cadenza generated keen interest when it was introduced as a concept car (code named VG).
As the successor to Amanti/Opirus, Cadenza is Kia’s flagship sedan boasting high technology and dynamic performance. After much deliberation, it was decided that holograms would be the best device to convey Cadenza’s strengths in a TV commercial. Along with their high-tech touch, holograms were an ideal match for the unique selling points of Cadenza, namely ‘light guide’, ‘mood lighting’ and its ‘welcome light’.
In the storyboard, light streaks appearing from the sky embrace the star of the ad and transform into a Cadenza which then races off. The highlight of the commercial is the dazzling 3D effect. Costs for this commercial were probably higher than any other ad produced by Kia due to the 3D effects. An even bigger issue was the long rendering time required for each 3D design and revision. As you can imagine, trying to stay on schedule for each presentation was a challenge.
Thanks to the dedication of everyone involved, the commercial is now complete and began airing in the Middle East on April 10. If you happen to travel to the Middle East, you might catch a glimpse of the ads for yourself and the response it generates from local viewers. If you’re not travelling there any time soon, you can watch the ad below!