Why shoot another commercial when you can create a musical instrument from scratch, and while you're at it, introduce a whole new genre?

Client
Kia Worldwide

Industry
Automotive

Service
Innovation

Inspiration is this magical, invisible force that can strike at any given moment and set our minds wandering into uncharted places. However, it isn’t always a visual thing. Sounds have been scientifically proven to put us in a creative frame of mind, too.

Further investigation of this golden nugget of information led us to Creative Neuroscientist and Futurist, Katherine Templar – a mastermind who helped us uncover the insight that the sounds of movement found in nature is extremely effective at eliciting the flow state of mind.

A discovery which is in total alignment with Kia’s mission: to inspire audiences through movement.

With these findings in mind, we reached out to our production studio DaHouse, who then embarked on a worldwide tour to capture sounds in nature, which were then turned into a special synthesiser.

What’s more, these sounds were then used to create Kia’s new sound logo, feature sounds in new Kia vehicles, as well a four-track album created by WAVE – the first artist to exist entirely in the metaverse.

If, by now, your own mind isn’t somewhat blown, this instrument has also been made available to everyone as a downloadable VST Plugin to inspire and encourage creativity around the world.

“Kia jumps from SUVs to VSTs.”
– Musicradar
“Kia just invented a new music genre.”
– Pitchfork

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