Give It Everything is Kia’s new brand positioning and it launched with the introduction of the Telluride SUV during Super Bowl 2019. As one of the creative directors on this colossal task, I helped evolve a complete rebrand campaign through the following year, as well as writing (and directing) some of its moments. It started off by celebrating the spirit of ordinary, hardworking Americans - including the people of West Point, GA, where the car is made. The Teaser film got the conversation started ahead of Super Bowl.
We took the money that would have been spent on a celebrity and established The Great Unknowns Scholarship to help young people from less privileged communities get a foothold in higher education. We launched a microsite to accept submissions (in the end there were over 3000 entries).
Meanwhile, unbranded teaser billboards proclaimed ‘We are not famous’ over arresting portraits of West Point residents and plant workers.
At the Super Bowl, a 90-second spot told the story of West Point and how the town's Give It Everything spirit goes into the making of each and every Telluride.
Simultaneously, we also premiered Just a Small Georgia Town, a long-form documentary that uncovered the full story (I wrote & co-directed it).
A Manifesto (written by me) became the north star for all the work that would follow.
We even reiterated how the Give It Everything spirit informs what Kia puts into every vehicle.
Give It Everything was further exemplified by Fashion Designer and Kia ambassador Brandon Maxwell (TV star and stylist for Lady Gaga, Kim Kardashian, Michelle Obama) who returned to the small town of Marfa, Texas, the place that inspired his last fashion collection, to endow the local school with a much-needed grant. (I co-directed the TV spot).
In September, we announced the winners of the first Great Unknown Scholarship. 16 inspiring young students who Give It Everything.
The following Super Bowl, 2020, the Give It Everything story continued as we partnered with Oakland Raiders rookie running back Josh Jacobs. Raised on the streets of Tulsa, Oklahoma by his father, they often slept in his car. I wrote and co-directed this long-form documentary that explored the deeper story of Josh's struggle and the bravery of his father.