MY25 KIA SORENTO PHEV AAPI LIFESTYLE CAMPAIGN
A weekend within reach
MY ROLE:
CONCEPT & CAMPAIGN DEVELOPMENT
ART & VISUAL DIRECTION
AAPI REPRESENTATION
PRODUCTION & POST OVERSIGHT
Sometimes getting away doesn’t mean going far.
Inspired by the growing appeal of staycations, we followed a stylish couple escaping the city for a nearby nature retreat—positioning the 2025 Kia Sorento PHEV as the ultimate staycation companion.
Through authentic AAPI representation and elevated lifestyle storytelling, we integrated the vehicle’s comfort, versatility, and plug-in hybrid capability into the experience rather than making them the story itself.
The result: an everyday escape where the journey feels just as considered as the destination.
THE IDEA
Our idea centered on the modern staycation—a stylish couple trading the routine of the city for a nearby nature retreat. Rather than treating the Sorento PHEV simply as transportation, we positioned it as part of the experience: the companion that makes a spontaneous escape feel effortless.
From packing up and heading out to settling into a secluded glamping destination, each moment was designed to naturally showcase the Sorento PHEV’s comfort, versatility, plug-in hybrid capability, and adventure-ready performance without letting product features overpower the story.
Casting, wardrobe, location, and composition were all intentionally considered to create an elevated but relatable representation of contemporary AAPI life—with East Asian and South Asian talent bringing both representation and individuality to the story.
+ Social Reels
Beyond hero stills, we produced two social reels: one spotlighting the MY25 Sorento PHEV’s core USPs: three-row seating, dual EV/PHEV modes, and long-range AWD, and a tailored Valentine’s Day activation.
Enjoy the Behind-the-Scenes!
CREDITS
Director: Yoo Seok Jong
DP: Kyu Lee
Production: Dejong Film
Photographer: Segye Jun
Producer / AD: Alix Yumi Cho
MUH: Hyunjin Choi