KIA and UNINTERRUPTED Debut LeBron James' "King James Edition" Stinger GT

KIA Motors teamed up with LeBron James' digital platform, UNINITERRUPTED, to create a distinctly stylised spot teasing the custom "King James Edition" Stinger GT.

Directed by UNINTERRUPTED's VP and Head of Programming, Robert Alexander, and edited by Neat Edit's Freddie DeLaVega, the spot uses raw and gritty visuals along with an impactful yet realistic sound design to marry the process of a LeBron James workout with the crafting of this unique car.

"This was a different kind of spot in that it essentially acted as a co-branded spot between KIA and UNINTERRUPTED, instead of an ad strictly focused on the car" editor Freddie DeLaVega says. "There was also the added element of LeBron basically being a brand himself, and his personality during the workout added another character element we could play off of. Rob is great at capturing the art and beauty in very raw moments, and because this wasn't a traditional piece, we were able to get creative in how we mirrored the two elements of LeBron and the car without being completely bound to pre-determined technicals or feature shots."

On the decision for sound design, DeLaVega adds "We played around with an orchestral score, but ultimately thought it would be more interesting to just leave it as a sound design only piece, and see how we could use the practical audio to interweave the two stories together. Then once we were happy with the edit, the guys from 740 Sound came in and really took the sound design to the next level while maintaining that raw and realistic feel we were aiming for."

In addition to offline, the spot was also coloured by Neat Edit's Jerimiah Morey.