— PROJECT NAME
"La Buena Vida"
Telluride X-Pro Campaign
— ROLE
Creative Lead, Copy
Original Concept
Editorial & VO Direction
“Quiero vivir La Buena Vida” (“I want to live the good life”) was a phrase I had saved—one that captured a quality-of-life definition of success. When the brief asked us to define the Hispanic pinnacle, it felt like the perfect moment to bring it to life.
Too often, Hispanic stories in advertising center on struggle, sacrifice, and hustle. We wanted to tell a more aspirational story. Inspired by the TikTok phrase "let’s skip to the good part," the film imagined success as a destination—this place called La Buena Vida.
:60 ENGLISH
CAMPAIGN RESULTS
- 11% sales increase, well above Hispanic auto industry
- 22% engagement increase, over-indexing Spanish auto ads
- 200% increase in website visits to kia.com/us/es
- 20x more visits to Telluride’s Spanish page
- Among the most viewed videos on Kia’s Youtube Channel
- Shortlisted by the Hispanic Marketing Council
:60 SPANISH
CASE STUDY
SOCIAL POSTS #LaBuenaVidaConKia
Captions:
a. Capability that sets you free.
b. Tell me you’ve made it without telling me you’ve made it.
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