Kia Europe presents the next generation of its best-selling model, the all-new Sportage.

Together with its agency of record Innocean Berlin and production company BGWTBLD, the Korean car maker is launching the 'Built for Endless Inspiration' campaign, starring the Paris-based artist Taisiia Cherkasova behind the wheel.

Describing the rationale behind the campaign, Ricardo Wolff, executive creative director of Innocean Berlin says: “The all-new Sportage is setting new benchmarks for the SUV segment in Europe. It comes packed with best-in-class connectivity, entertainment and safety features, that enable you to go and explore the world, discover new places, and live a more inspired life through movement – which is what the new Kia brand is all about."

The centerpiece of the integrated campaign is a film directed by Jaron Albertin, with cinematography by Monika Lenczewska, where different people become part of an unexpected chain of inspiration that starts when Taisiia plays a song in her car.

Staying true to the creative concept, the song 'Heartbeat', performed by WAVE with Gustavo Bertoni on the vocals, has been especially engineered to inspire. Ricardo Wolff adds: “The track has been produced with “move.ment“ – an instrument created by Kia that reproduces original sounds of nature and gets listeners into a creative state of flow."

The campaign, entirely shot in Madrid, includes images by the photographer-duo BAM, along with a dedicated content piece for Instagram, where Taisiia Cherkasova reveals how she finds inspiration and provides insights into her own creative process.

'Built for endless inspiration' is scheduled to go live across Europe from January 2022 on social media, TV, print, OOH and radio.