Kia America is showing off the
capabilities of its new Telluride with a creative twist on the classic prototype camo-covered vehicle.
The vehicle is set to debut Nov 20 at the Los Angeles Auto Show.
“Camouflage Telluride” from David & Goliath turns vehicle testing into creative storytelling, combining Kia’s artistic wrap with a real-world off-road trek.
The high-action video, shot on location in the rugged Alabama Hills in the high desert of central California, presents a noteworthy backdrop for the vehicle.
Photos of
camouflaged development vehicles are commonplace, especially for automotive enthusiasts, says Russell Wager, vice president, marketing, Kia America.
“They typically depict the
vehicle parked or driving on the highway,” Wager says. “But we wanted to do something special with this pre-production Telluride. Placing it in an environment that really pushed the
boundaries gave us the opportunity to show just how capable the all-new Telluride is.”
advertisement
advertisement
Developed by Kia Design Center America, the wrap is inspired by Telluride design sketches.
Stylistically, inspiration for the wrap was derived from Keith Haring and Mr. Doodle (Sam Cox), says Tom Kearns, vice president and senior chief designer, KDCA
“Both artists create complex patterns expressed via simple lines,” Kearns says. “We worked on reducing the Telluride’s design sketches to simple lines, overlapping
sketches and silhouettes to create what ultimately became the defining motif for the wrap.”
The camo wrap is more than just a disguise — it’s a creative expression
of Kia’s design philosophy, says David Angelo, founder and creative chairman, David & Goliath.
Subtle map coordinates along the lower edges of the front doors in the video
are an Easter egg. 37.9375° N, 107.8123°W place the camouflage Telluride in the SUV’s namesake Colorado town.
“The Telluride has always represented
the spirit of bold exploration, and this latest teaser takes that idea to the next level—quite literally hiding adventure in plain sight,” Angelo says.