Kia | Saving New Year’s Eve

Each year, over a billion people watch the iconic New Year’s Eve Ball Drop from ONE Times Square. To launch the all-electric Kia EV9 on the world’s biggest stage—surrounded by 200,000+ square feet of digital noise—we did the unthinkable: we hijacked the moment everyone was waiting for.

In the final 60 seconds before midnight, we cut the power to Times Square’s main billboard, creating a wave of suspense. Then, just in time, the EV9 stepped in—using its Onboard Power Generator to light up the screen and "save" New Year’s Eve. A single billboard execution became a massive, real-time brand experience.

I was involved across multiple facets of the project—from development and production to shooting and client management. I also helped lead the social and digital rollout, ensuring the campaign’s impact extended well beyond Times Square.