Kia Middle East & Africa continues to plant ‘Seeds of Change’ with the second phase of its ‘Cycle of Life’ initiative, developed by INNOCEAN MEA and brought to life by electriclime°.
The project features a series of short films directed by Kaley Emerson, produced by Lana Abu Risheh, with its vision to expand on the first phase and its focus on a farm-to-table approach.
In a break from the norm of commercial filmmaking, this project brought together a like-minded brand, creative agency, production house and director in collaboration to highlight a crucial message for our planet.
Filming in Zambia, this new instalment shifts to a farm-to-fabric angle—educating and training youth in biofabrication, transforming banana stems into new materials.
In collaboration with The Waste Lab, co-founded by Ceylan Uren and Lara Hussein, and the African Education Programme, co-founded by Julie-Anne Savarit-Cosenza, the initiative equips young people with the skills to create new economic opportunities. By providing hands-on education, the campaign fosters long-term social impact.
Beyond the film, ‘Seeds of Change’ reinforces Kia’s commitment to innovation and sustainable mobility. Aligned with Kia’s use of nature-derived materials in its vehicle interiors—such as plant-based textiles and natural dyes—the initiative highlights how circular design and bio-fabrication can inspire both product innovation and real-world community impact.
One of the key challenges, and successes, of this project was finding innovative ways to enhance the process.
While sustainability has always been a core pillar for electriclime°, this project saw them go the extra mile, taking every opportunity to push the boundaries of sustainable production – ensuring that every decision, from logistics to materials, transportation, crew size, and equipment usage aligned with a commitment to not just minimize, but actively enhance the production process.
Using the AdGreen calculator to create an initial carbon estimate, this shaped the production’s strategy to reduce environmental impact. Aware of the major contributors, like transportation and power consumption, electriclime° took deliberate steps to minimize the footprint by optimising travel routes, reducing trip numbers and working closely with local crews to maximize efficiency.
To further cut emissions, the teams embraced natural light, scheduling the majority of the shoots around the sun rather than relying on artificial lighting. Amongst other efforts like avoiding using materials for art and ensuring all wardrobe was ethically donated, electriclime° took strategic steps towards reducing the project’s carbon footprint.
While filming in Zambia was an incredible opportunity, bringing essential crew and personnel came at a cost – substantial air travel emissions. With an initial estimate projected 44.87 tCO2e, careful planning and sustainability efforts managed to lower the footprint to 41.42 tCO2e. While still significant, saving over 3 tCO2e was a proud milestone and proof that small, intentional choices can create real impact.
On-set recycling stations ensured all waste was processed responsibly; 18kg of paper and plastic were recycled, while food waste was composted for local use. Additionally, 100% recycled polyester T-shirts were designed and produced for the project.
This campaign is just the beginning. Over the next six months, Kia is building a program to transform the Kia Garden in Kafue, Zambia, into a fully productive farm. This initiative will serve as an educational hub, teaching youth the power of farming and biofabrication practices—fostering self-sufficiency within the community.
With striking visuals by director of photography Devid Fichera, the films capture the vibrant energy of Zambia, emphasizing the powerful connection between community, education, and innovation.
Through ‘Seeds of Change’, Kia continues to drive progress through education and empowerment, reinforcing that true change comes from ongoing momentum and collective action.
