Context:
I came up with the tagline “It’s Not For Everyone” — a bold bit of reverse psychology that challenged people rather than begged for attention. It didn’t try to please everyone. It spoke directly to the ones who get it.
As Associate Creative Director, I helped shape the tone, the attitude, and the storytelling. I came up with the video ideas, the gritty, unapologetic voice, and a platform that felt as tough and confident as the truck itself.
Kia loved it so much, they made it the main campaign line across all markets.
The Results:
The website was launch in April 2025 so we're still waiting for the numbers to come out, but so far this was a launch that hit differently.
The content sparked debate, turned heads, and made people feel something. And in a category where indifference is the enemy, that was the win.
This one wasn’t for everyone. But it was for the bold.
Here you can check out the microsite.
The Kia Tasman is Kia’s first-ever pickup truck. Big deal. But launching a pickup in a region already dominated by legacy brands meant we had to find a way to stand out. Especially when you're the underdog trying to win over a skeptical, loyal-to-the-core off-road crowd.
Our brief was to support the launch of the Kia Tasman by developing a microsite and web configurator that let users build their own custom pickup. But as we crafted our pitch, we saw an opportunity to push further—so we brought a bold, out-of-scope messaging concept to the table, complete with supporting social content.
Let’s just say… it made an impact.
Flipped the script.Our brief was to support the launch of the Kia Tasman by developing a microsite and web configurator that let users build their own custom pickup. But as we crafted our pitch, we saw an opportunity to push further—so we brought a bold, out-of-scope messaging concept to the table, complete with supporting social content.
Let’s just say… it made an impact.
I came up with the tagline “It’s Not For Everyone” — a bold bit of reverse psychology that challenged people rather than begged for attention. It didn’t try to please everyone. It spoke directly to the ones who get it.
As Associate Creative Director, I helped shape the tone, the attitude, and the storytelling. I came up with the video ideas, the gritty, unapologetic voice, and a platform that felt as tough and confident as the truck itself.
Kia loved it so much, they made it the main campaign line across all markets.
The Results:
The website was launch in April 2025 so we're still waiting for the numbers to come out, but so far this was a launch that hit differently.
The content sparked debate, turned heads, and made people feel something. And in a category where indifference is the enemy, that was the win.
This one wasn’t for everyone. But it was for the bold.
Here you can check out the microsite.
