KIA's Colossal Catalog

February 15, 2013

Challenging project for KIA Motors mastered by design studio Moss & Dew using MAXON CINEMA 4D.


In the past, traditional photography was used to create exterior and interior shots of various KIA models but for the new KIA Quoris, exterior shots were created entirely as CGI. Mr Soonyup Song, head of the 3D communication team at Seoul, Korea-based Moss & Dew and expert for 3D content and planning, saw this challenge as an opportunity.


The introduction of a new car model and its marketing orchestration down to the last detai is an elaborate and costly process for any manufacturer and is designed to ensure maximum impact. Photos of upcoming models shot in secret undermine the effectiveness of these marketing measures. The fact that the new KIA Quoris only existed as a virtual 3D model made it impossible to photograph. In addition to the cost-saving factor and the enhanced creative freedom, the increased security for KIA's intellectual property rights was a key factor in the decision to use 3D renderings.


Mr. Song decided to use his software of choice, MAXON CINEMA 4D, to meet this challenge. Mr. Song has relied on CINEMA 4D for several years now as a primary tool for 3D content creation. Both low-poly as well as high-poly models were created for each model. The low-poly model was used while setting up and lighting the scene and then replaced with the high-poly model for rendering.


“This project would have been impossible to complete within the allotted time without CINEMA 4D’s XRef function,” says Mr. Song.


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