Labor of Love
CLIENT
Kia Motors / SoundCloud / SiriusXM
PROJECT
Automotive / Music · Branded Documentary Series
THE BRIEF
Kia tapped SoundCloud to bring its brand positioning to life through emerging artists on the platform. They needed a five-part documentary series that could organically showcase the 2023 Kia Sportage and SiriusXM integration while telling real stories about what drives creative people outside the studio.
WHAT WE DID
We created five episodes, each following a different SoundCloud artist exploring the creative passions that fuel their music. ROSEMARIE, Win & Woo, riela, Heather Sommer, and Bathe each got a short documentary portrait where the Kia Sportage and SiriusXM appear naturally as part of how these artists move through their lives.
RESULT
Nominated for the 15th Annual Shorty Awards in Brand Partnership. Over 650K views with a 93% like ratio on YouTube. 42M+ impressions across social and Pandora. SoundCloud's brand lift study showed a 1.5x uplift in users who see Kia as an innovative brand.
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