For the relaunch of their brand, Kia wanted to communicate their philosophy that movement inspires ideas. This was brought to life with a new slogan: ‘Movement that inspires’ and their new mission that everything they do should inspire people. Rather than simply announcing this to world, we decided to demonstrate it by inspiring our audience using a method that was scientifically proven.

We created a series of visuals that use real movements in nature which are scientifically proven to increase the alpha waves in the brain, making you calmer, more focused, and more engaged. The visuals were created in collaboration with neuroscientists and the art collective, Marshmallow Laser Feast. The team tracked the movements of different natural elements such as sand shifting, ocean waves and a dancer moving through the air. The fractal patterns created by these movements were used to develop neuroaesthetic animations. The final animations were lab tested of participants proving that they brought people closer to a creative state of flow.

The Inspiring Billboards use media in an unconventional way, by creating a series of OOH that didn’t aim to sell a product but to scientifically inspire the viewer. This was achieved in an innovative way by using the scientific knowledge that movements in nature can help bring people closer to a state of creative flow.

The neuroaesthetic animations were created by enhancing real movements in nature that are scientifically proven to help bring people closer to a state of creative flow. Such as ocean waves that stimulate the visual cortex, fractal patterns on land that evoke a calm state that is crucial for creating flow and movement of the human form that creates a sense of embodiment, presence, aesthetic and affective pleasure. These animations were then lab tested on participants, to confirm the scientific hypothesis. The final animations were first unveiled during Kia’s new brand showcase and then installed as digital OOHs all over the world, from Stockholm to Seoul.

Test results showed that the animations left the viewer in a greater state of creative flow, proving the inspirational power of movement. A scientific study behind the campaign is ongoing with Dr Beatriz Calvo Merino at City University and Professor Richard Taylor at Oregon University hoping to continue their research into the impact of art and movement on the brain.