Kia is introducing a new Soul to the world. This is not an ordinary Soul. It’s a turbo Soul. 201 horsepower. Born for speed.

To announce its arrival, we conceived a newborn baby hamster that is so quick it is impossible to catch. The spot tells the story of a young nurse who discovers an empty bassinet in the hospital nursery. We reveal that the missing baby is our speedy newborn hamster, racing through the hospital in a diaper, destroying everything in its path. Nurses, doctors, orderlies, and other medical staffers chase after the baby in hot pursuit until it swan dives off the roof of the hospital, landing in the sunroof of a turbo Soul.

The vehicle informed the camera. A turbo with power and speed. The point of view of the Hamster informed framing. The camera mirrored this outlook at every stretch and turn, low level if Hamster, human level if human. A human perspective tracking shot sets up the discovery of a missing newborn. A Hamster newborn escapes. A race through the hospital begins. The camera continues this narrative barreling down corridors, jumping lab equipment tables, and ultimately follows our emergency blanket parachuted Hamster off a heli-pad down to a street level Kia driven by its fellow family. This jump off the building shot was set up on a rooftop with a tracking shot into a crane move arced over the side and down the building. Part way down the building the shot became a CG takeover. The lighting mirrored the spirit of the car. Crisp, bold and full of fun moments.