kia x rafa - against all odds

advertsing/social campaign

produced by - fmly crtv | motion design - george hurrell

Context

This project was part of an ongoing collaboration between KIA and Rafael Nadal, created to celebrate his comeback victory at the Australian Open 2022.

Working with FORM (FMLY CRTV), the brief was to develop on-screen motion graphics that supported the narrative of resilience, performance, and return to form without overwhelming the footage or emotional tone of the piece.

The challenge was to visually represent key moments of performance and achievement in a way that felt integrated, subtle, and narrative-driven.

Approach

I was responsible for designing and producing the on-screen graphic system, initially exploring a more visually intense direction before refining it into a more restrained and intentional approach.

The final system focused on selective use of motion graphics and performance statistics, designed to enhance key narrative beats rather than dominate them.

This included carefully timed data moments and visual cues that reinforced Nadal’s comeback story while maintaining focus on the emotional weight of the footage.

Result

The final piece delivered a balanced, cinematic campaign that combined live-action storytelling with subtle motion design to reinforce the theme of resilience and performance.

The graphics supported the narrative without distraction, helping highlight the scale and significance of Nadal’s comeback in a clear and impactful way.