This year The Super Bowl was played in Atlanta, Georgia. Kia builds its cars only 81 miles away in the totally obscure town of West Point, Georgia. If there was ever a time to tell this story of contrasting fame and anonymity, it was this year in the Super Bowl. The Super Bowl is a parade of big celebrity and broad humor. Kia is no exception. For 9 of the past 10 years we hired a major celebrity and made an ad. This year the tension between The NFL and its players made us rethink that strategy. And commit ourselves to an enduring scholarship program that seeks out worthy but overlooked students struggling with the price of higher education.

We shot entirely on film using anamorphic lenses to establish an immersive feel. These lenses cut the depth of field down so the background becomes more beautifully abstract. This forces the eye to focus on the foreground elements. The wide ratio unconstrains our story and also adds to the epic feel.