ABOUT

Our target audience, which consists of innovators and early adopters are constantly looking for new things to inspire them. Kia believes that movement inspires ideas. So we decided to act, by inventing the world’s first musical instrument scientifically designed to inspire. Research shows that the sounds of movement found in nature produce pink noise, a frequency that triggers inspiration. So we set out to capture natural sounds of movement from all over the world and turned these sounds into an original instrument. The compositions were lab-tested on people’s brains using EEG equipment. Proving that the music the instrument produced could put people into a creative state of flow. We then used the instrument to create Kia’s entire sonic identity from a sound logo to a 4-track album. Before finally making the instrument available for everyone to play as a downloadable plugin. Giving the world a way to become inspired again.

The instruments design was inspired by the new Kia logo and its angles and featured 8 different samples from nature; a keyboard; as well as filters; effects; stereo and binaural modes and hundreds of presets. The instrument became the cornerstone of Kia’s sonic identity. We used it to develop the new sound logo, vehicle sounds and even a four-track album, made available in every new Kia car sold, literally inspiring 6 million drivers along the way. Then we launched our mission on a global scale by partnering with Soundcloud, making the instrument available for everyone to play as a downloadable plugin VST.