Design in Use: Filming the KIA PV5 with Karim Habib in Korea
Design in Use: Filming the KIA PV5 with Karim Habib in Korea
7/7/26
Moktan Productions supported the production of a short film for KIA centered on the PV5, recipient of the 2026 International Van of the Year award. The film highlights the vehicle’s underlying design philosophy through the perspective of Karim Habib, Head of Kia Global Design, combining conversation-led moments with real-world usage scenarios.
Filmed across locations in Korea—including Hyundai’s Namyang R&D Center in Hwaseong—the project focused on translating the PV5 from concept to application, emphasizing how design decisions shape everyday functionality.
Translating Design Philosophy to Film
At the core of the project is Kia’s “Opposites United” design philosophy, which brings together contrasting elements such as utility and aesthetics, or technology and human-centered design. The PV5 reflects this approach through a modular, purpose-built structure intended to adapt to a wide range of use cases.
The film uses Karim Habib’s perspective to frame this philosophy, grounding abstract design principles in tangible features and real-world context.
Filming at Namyang R&D Center
A key portion of the shoot took place at Hyundai’s Namyang R&D Center, where the PV5’s development context could be visually reinforced. The location provided a backdrop that connects the vehicle to research, engineering, and design processes.
Moktan supported principal photography within this environment, capturing both the vehicle and interview-driven moments in a setting closely tied to its development.
Showcasing Function Over Motion
Rather than focusing on high-speed or cinematic driving sequences, the film emphasizes how the PV5 functions in practical scenarios. Scenes were designed to highlight accessibility, spatial design, and adaptability—showing how the vehicle operates within everyday use cases.
This approach aligns with the PV5’s role as a purpose-built vehicle, where flexibility and usability are central to its identity.
Capturing Real-World Use Cases
Across multiple locations, the production focused on staging and capturing moments that demonstrate how the PV5 can be utilized in different contexts. These scenes highlight the vehicle’s modularity and user-oriented design, presenting it as a platform rather than a fixed form.
By prioritizing interaction and use, the film shifts attention from form alone to how design performs in practice.
Visual Approach and Execution
The visual language of the film balances composed shots with observational moments, allowing the vehicle to be seen both as a designed object and as a working tool. Close attention was given to how space, movement, and interaction could communicate key features without relying heavily on explanation.
Rather than separating interview and action, the film integrates them—using dialogue and visuals together to reinforce the PV5’s design intent.
Supporting Automotive and Brand Storytelling
This project reflects Moktan Productions’ experience supporting automotive and branded content in Korea. From principal photography to on-the-ground production support, Moktan contributed across both pre-production and filming to help bring the project to completion.
By focusing on clarity, functionality, and visual cohesion, Moktan continues to support global brands in translating design concepts into compelling, real-world storytelling.
