Kia | The Most Electrifying Proposal

To ring in the New Year, Kia brought the magic of romance to Times Square with an unforgettable wedding proposal powered by the all-electric EV9.

As part of the “Electric Like You’ve Never Seen” campaign, Kia staged a surprise moment for real-life couple Garrett Sutton and Hayle Ayers of Oklahoma City. Under the pretense of winning a contest to see the ball drop, the couple was led to a special platform at 44th and Broadway—where the EV9 was prominently on display.

At 11:59 p.m., the Times Square spectacle reached its peak. A dramatic 60-second film, directed by Michelle Craig of Unit 9, played across The One Board—Times Square’s largest digital screen. In it, Garrett stepped out of the EV9, used its onboard power station to illuminate a neon message: “Hayle, will you marry me?”

Their reaction was broadcast live moments after midnight, turning one of the world’s most-watched stages into a celebration of love, innovation, and new beginnings. The proposal, dubbed “Kia’s Most Electrifying Proposal,” transformed out-of-home media into a deeply personal and widely shared cultural moment.

I was brought on to support the project through development, filming, and production—playing a key role in driving the social and digital rollout. I was also on the ground during the proposal itself, capturing the moment as it unfolded for Kia’s social channels and press amplification.

This was a particularly special project that I hold near and dear to my heart — it's not every day you get to witness and document one of the most meaningful moments in a couple’s life.