David&Goliath Taps Uppercut and UNIT9 for Kia's New Years Eve Time Square Takeover
As the first Kia designed specifically for – and assembled in – the U.S., the Telluride fundamentally altered and reshaped critical and consumer opinion of Kia and redirected the brand’s trajectory. Now, with the recent debut of the second-generation Telluride, Kia America is taking the opportunity to thank and spotlight Kia Georgia Team Members that helped make the Telluride such a resounding success.
Starting at 11:59 pm EST on December 31st, Kia will implement a total takeover of the New Year’s Eve countdown clock at 1 Times Square, showcasing various elements of the all-new 2027 Kia Telluride on the large screen immediately below where the Ball drops. From the Telluride’s contemporary design and sanctuary-like interior to its intuitive technology and available entertainment services, images will flash across the screen as the last minute of 2025 ticks away. At the 20-second mark, the images will transition to celebrate Kia Georgia Team Members responsible for assembling Kia’s most-transformative SUV.
Concepted and created by David&Goliath, Kia’s longtime creative partner, the takeover was designed to humanize the launch of Kia’s flagship SUV by pairing bold, cinematic visuals with authentic storytelling rooted in the people behind the product.
“The Telluride signaled Kia’s arrival in the top tier of the world’s automotive manufacturers as the rarest of flagship vehicles to serve as a symbol of innovation and challenge while also being as attainable as it is attractive,” said Russell Wager, vice president, marketing, Kia America. “We are pleased to celebrate our Kia Georgia Team Members at the turn of the New Year as both the Telluride and the change in calendar are transformative points in the Kia journey. The dedication of Team Members at our plant in West Point, Georgia, is what made the Telluride the success that it is today and has helped demand grow each and every year.”
“At its core, this launch is about the people behind it,” said Ben Purcell, Chief Creative Officer, David&Goliath. “The all-new Telluride didn’t come to life because of a logo or a spec sheet. It exists because thousands of skilled, passionate individuals show up every day to build something they’re proud of. We wanted the world to see them, not as a footnote, but as the heroes of this moment. We’re reminding people that great vehicles are built by great humans, and there’s no better way to welcome the new Telluride, and the New Year, than by honoring the people who made it possible.”
“New Year’s Eve is one of the few moments when the world is truly watching the same clock,” said Bennett Austin, Group Creative Director, David&Goliath. “Turning that countdown into a tribute to the people who built the Telluride felt both powerful and deeply human. It’s a reminder that behind every great product is a story worth celebrating.”
Introducing an all-new available hybrid powertrain, the 2027 Telluride made its official world debut at last month’s Los Angeles Auto Show and is expected to arrive in the United States in Q1 2026.
CREDITS
Agency: David&Goliath, LA
Founder & Creative Chairman: David Angelo
Chief Creative Officer: Ben Purcell
Executive Creative Director: Avi Pinchevsky
Head of Automotive Art, GCD: John O’Hea
GCD / Art Director: Bennett Austin
GCD / Copywriter: Nick Micale
CD / Art Director: Ambrosio Ballon
CD / Copywriter: Andrea Vega
Content Creator: Rach LaMantia
Managing Director, Integrated Production & Technology: Peter Bassett
Senior Integrated Producer: Michael Van Pelt
Chief Strategy Officer: Brendan Robertson
Strategy Director: Kelly Slater
Junior Strategist: Chase Culver
Group Communications Strategy Director: Jeff Cannata
Senior Comms Strategist: Amy Wu
Executive Director, Strategic Communications: Luke Hughes
Managing Director: Allison Draskovich
Account Director: Courtney Landrum
Account Supervisor: Amanda Reymer
Product Information Manager: Travis Ray
Director of Business Affairs Manager: Quynh-An Phan
Chief Integration Officer: Amy Chiang
Freelance Senior Project Manager: Mike Antonellis
Production:
Unit 9:
Director + Creative Partner: Michelle Craig
Producer: Pia-Louise Lauritsen
Director of Production: Mindy Lubert
Editorial / VFX:
Uppercut Editorial:
Executive Producer: Mila Davis
Editor: Pieter Viljoen
Assistant Editor: Cristina Headrick
Producer: Harrison Draper
Mosaic Studios:
Founder/CEO: Dave Zeevalk
VFX Creative Director: Geoff Bailey
