THE IMPOSSIBLE SUNLIGHT
- CLIENT: Kia
- AGENCY: Innocean Berlin
- YEAR: 2024
Winter in Europe? Cue the dreariness. But hold up, Kia and VOID had other plans. Enter "The Impossible Sunlight," our audacious attempt to flip the script on Winter's mood-killing antics.
Powered by the Kia EV9’s Vehicle-To-Load feature and designed by VOID's creative genius, we set out to make the impossible a reality. Picture this: thousands of lights, Vitamin D on tap, and grins stretching from ear to ear. Yeah, we went there.
Kia’s EV9 brings back the Sun to Northern Europe.
“The Impossible Sunlight” is an art project created in collaboration with VOID, an experiential design studio based in Norway, known for their expertise in creating custom installations that blend digital features with real space elements such as architecture, sculpture, kinetics, lights and audio.
The circular structure stands at 7 meters high and emits approximately 200,000 lumens, mimicking the properties of natural sunlight, helping to bring back the sun’s positive benefits lost during the winter months. Once fully illuminated, the sun installation can be seen from several kilometers away.
Kia cures Winter darkness with an Impossible Sun.
To capture the beauty and impact of the installation, we partnered with Swedish award-winning photographer and cinematographer Norris Nimann, and João Pedro Pinto Vaz (Arw Vaz), one of the most promising up and coming photographers.
Here are some behind the scenes materials from VOID, showcasing the process behind bringing “The Impossible Sunlight” alive.
- CHIEF CREATIVE OFFICER - Gabriel Mattar
- EXECUTIVE CREATIVE DIRECTOR - Ricardo Wolff
- CREATIVE DIRECTORS - Jose Arnaldo Suaid & Sebastian Pattis
- ART DIRECTOR - Manuel Armenteros Parras
- COPYWRITERS - Giovanna Ribeiro Pereira & João Vaz
- EDITOR & MOTION DESIGNER - Carlos Suarez
- HEAD OF ACCOUNT SERVICES - Alessia Bellini
- ACCOUNT MANAGER - Travis Kim
- JUNIOR ACCOUNT MANAGER - Nadia Esi Berchtenbreiter
- STRATEGY DIRECTOR - Jörn Ballentin
- SENIOR STRATEGIC PLANNER - Odile Breffa
- SOCIAL MEDIA LEAD - Benjamin Weih
- HEAD OF PRODUCTION - Fabian Barz
- SENIOR PRODUCER - Michael Endres
- SENIOR PRODUCER CONTENT - Hannes Andresen
- PHOTOGRAPHER - João Vaz
- CREATOR & SERVICE PRODUCTION DIGITAL CREATOR - Norris Niman
- LIGHT INSTALLATION ARTIST - Void AS
“Oslo in winter, 5 a.m., pitch black. We were going for a perfect Winter Wonderland look, but when we arrived, it was more like a snowplow’s worst nightmare. So, there I was, freezing my toes off, flattening snow with a shovel like a sculptor obsessed with symmetry. By sunrise, we had our Winter Wonderland... or at least the part I’d manicured to perfection”.
