In this new commercial for KIA, the story of a lonely firefly finding friendship is brought to life.

The brief for this 2023 campaign was clear; showcase the new SUV model in a captivating way. INNOCEAN UK quickly got to work to showcase the enticing design and class leading features of the Kia Sportage, with the help of a CGI firefly. In collaboration with director Lee J Ford, Twice Pictures and Glassworks, the film follows the story of a lonely firefly, which observes a murmuration of starlings with envy. Noticing the distinctive lights of the Kia Sportage, the firefly gives chase, joined eventually by a host of friends the firefly didn’t know it had.

Working with the director, the Glassworks VFX team used a combination of character animation and FX simulation to portray how our hero, and later several hundred more fireflies, become transfixed by the KIA Sportage. A vast all-round VFX effort topped off by Jonny Thorpe's evocative colour grading.

Dom Sweeney, head of creative at INNOCEAN UK, said, “Creating a film that features the product throughout whilst also carrying a Pixar-esque storyline, all within a minute, was a massive ask. It’s thanks in no small part to the meticulous direction of Lee and the brilliance of Twice and Glassworks that we’ve managed to pull it off with aplomb.”