To establish Genesis as a disruptive player in the luxury automotive space, we avoided the typical elements of luxury car advertising -- hollow luxury language, a laundry list of sheet metal shots in posh destinations, and casting and a soundtrack that denotes country club sophistication. Instead, we zeroed in on what sets Genesis apart from other luxury vehicles—its details. We focused entirely on bold, dynamic shots of interior and exterior details revealed by light being pulled back like a curtain. The result is a campaign that captivatingly showcases our category-disrupting point of view: Luxe is in The Details.
Those words from Genesis Chief Creative Officer, Luc Donkerwolke were the catalyst for this campaign and embody the ethos that defines the Genesis brand. While this campaign highlights the originality and craftsmanship of different Genesis SUVs, it simultaneously positions the brand as one built on authentic substance. By illuminating the design and dedication that goes into each vehicle, we help generate demand while establishing the brand as a unique option in the luxury category.
