KIA
Clear the Air
All Ways Forward
An original localized audio campaign that kept growing: more markets, more creative, and a second campaign built alongside it.
Developed for David & Goliath and Audacy Studios
Clear the Air
The request left plenty of room to create: “Clear the Air,” a list of Kia vehicles, and a direction to make the spots feel market-specific. My initial script was selected, and I developed it into a series of first-person stories built around familiar places, everyday drives, and what the vehicles could do.
Each market got its own character and script, connecting Kia’s range and technology to places listeners actually knew. I handled the writing, casting, voiceover, sound design, and finished production.
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All Ways Forward
The next request came with a new bit of wordplay: “Always Forward,” or “All Ways Forward.” With a new list of vehicles and the same market-specific approach, I developed a second campaign while continuing to write and produce new “Clear the Air” spots.
I once again built each story around the featured vehicles and the market where it would run. Both campaigns continued to grow, with fresh scripts and additional cities along the way.
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More markets. More stories.
What started with a group of Western markets expanded nationwide. As the work grew, Kia’s ad spend saw six-figure increases, representing roughly 40% growth year over year.
Both campaigns earned extended runs, with new scripts for additional cities and vehicles. I continued developing and producing the work as the scope grew.