KIA K5
- Type
- Commercial
- Casting
- Made of Management
KIA K5 car campaign for an international brand. MADE OF held a local casting call in Kazakhstan and selected the characters for the project's urban scenes.
Local casting for an international brand is a translation of requirements, not their execution. What's described in a brief with one word may mean a completely different audience in the local market.
City scenes don't forgive approximations: the hero either belongs to the street or appears to be placed there. The latter is immediately obvious and can't be remedied by editing or lighting.