Thematic
Conveying belief in accessible mobility
What We Did
Travel Experience Documentation, Vision Film Production, Multi-Format Content Creation
Context
Since 2015, Kia Green Trip has served as Kia's flagship social contribution program, operating to guarantee mobility rights and travel access for people with disabilities. In partnership with Green Light Foundation, the program provides modified Carnival EasyMove vehicles equipped for electric wheelchair storage, offering vehicle rental, travel expenses, fuel, and driver support to enable barrier-free travel for disabled individuals. By 2022, over 400,000 people with disabilities had utilized this program to travel across Korea, achieving a 95.9% user satisfaction rate as a successful CSR initiative. This project comprised a comprehensive three-part video series documenting accumulated achievements and presenting future vision.
Challenge
We set out to create three distinct videos—an introduction, a travel experience piece, and a vision film—each with its own objective but unified by a consistent tone. It was crucial to capture authentic stories from individuals with disabilities while steering clear of potentially patronizing perspectives. Equally important was balancing the campaign’s CSR-driven promotional intent with the delivery of accurate, practical information for those who truly need it. In addition, the vast archive of video footage accumulated over seven years demanded a systematic approach to ensure efficient management and meaningful reuse.
Solution
Through thorough pre-production planning, we clearly defined the roles of the three videos and established consistent production guidelines. Rather than focusing on themes of “overcoming” or “inspiration,” we highlighted messages of equal rights by capturing the daily lives and travel experiences of people with disabilities in a natural and positive light. Existing archival footage was systematically organized and re-edited to integrate organically with newly produced content. Each video was also designed to include practical information in a subtle yet effective way, ensuring it would be genuinely helpful for actual users.
From the Team
“That we realized while working on the Green Light Project was that this wasn’t just about making a CSR video. We wanted to show that travel for people with disabilities isn’t a special privilege—it’s a basic right that should be guaranteed to everyone. And we hoped Kia’s efforts to make that right a reality would come across not as flashy, but as sincere.In the end, it wasn’t about pushing a message—it was about capturing real, everyday moments as they are.”
Yoonseop KimDirector
Credit
- DirectorYoonseop Kim
- Executive ProducerMinseok Kim
- Assistant DirectorShiheon Lee
- Cinematographer #1Seungchan Baek
- Cinematographer #2Jongsung Lim
