Video Advertising in a New Dimension

    The new KIA special project on Youtube allowed users to take a broader look at the capabilities of the video in the literal sense of these words. The three-minute commercial for the KIA Optima sedan was shot using the still very rare 360-video technology. In the course of watching the video, the viewer can “turn his head” in any direction and observe what is happening around the camera.




    The main character of the video gives a small tour of the car dealership, which presents three KIA Optima sedans in different colors. The actor moves from one machine to another and invites the viewer to follow him, using the capabilities of three-dimensional viewing. “This is Russia's first use of such technology in advertising on Youtube. And in my opinion it’s very impressive, ”comments Nikolai Antonov, account manager at Google.

    Readers of Habr, however, are more likely to be interested in the nuances of implementation. Vadim Igonin, creative director of the digital agency DEFA Interaktiv, who implemented the project, shared interesting details of a non-standard filming process specifically for Habr:
    - Since the special equipment shoots with six lenses simultaneously in all directions, the creative team has nowhere to literally sit. There was nowhere to put the light on, so they looked for a salon with maximum natural light and chose a sunny day. When preparing for the shooting, we turned to various advertising directors. It is useless: people who are used to thinking in a rectangular picture categorically could not understand the task. How will it not be a professional light and teleprompter? I had to do everything ourselves. It turns out that the director of a non-standard digital video can only be one who is more versed in digital than in video. Well, the filming process itself was difficult. The entire three-minute scene, of course, had to be removed with one take. Only about twenty-fifth happened.



    Why was such an unconventional solution chosen to promote the car? The mission of KIA Optima in the Russian market is to change the idea of ​​the brand, inviting many to think for the first time about buying a business sedan from KIA. “Optima is changing consumer perceptions and pushing the boundaries of what is possible. This is exactly what we wanted to emphasize when we developed this idea, ”comments Vadim Igonin.

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