The concept of "ON THE GROUND" expresses K-Way’s connection to real, everyday life. It’s about being present in the world, embracing the moments that shape our days — from the energy of sports to the comfort of unwinding after work, from a passion for music to the quiet pleasure of reading.
Being on the ground means being fully immersed in reality, unfiltered and authentic. K-Way becomes the perfect companion for every situation, adapting to all personalities and contexts because it is for everyone.
The micro-episodes explore this diversity of moments and characters, showing that K-Way is part of everyone’s life, everywhere.
For some, playing is just entertainment.
For others, it’s a true way of life.
In their world, one passion dominates everything: music.
A Wednesday afternoon as we love it: homework done, controllers in hand, snacks within reach.
