Featured Projects - The Genesis GV60

After five years in the luxury automobile industry, Genesis has been moving forward audaciously and has declared to become a complete EV brand by 2025. The complete new GV60 model is Genesis’ immediate proof of the brand’s near future propositions.

GV60 is Genesis’ first dedicated EV. It is a product that symbolizes Genesis’ vision forward but it is also a product with key new technology features such as face connect (unlock the door with face id) as well as high performative functions that make driving more exciting and thrilling. The GV60 is the lowest number of the line-up, which means that the model that places more emphasis on dynamic driving and performative features.

For the global campaign, we aimed to position the product as an “emotional yet performative” product. Rather than focusing our messaging on the fact that this is our first dedicated EV, we wanted to show how this car interacts with us and is more responsive to the driver’s needs, whether it be convenience, excitement, and/or safety.

As a result, we created 2 main global films - Narrative and Performance films. The narrative film centered on how the vehicle cares and understands users’ needs with its high technology features. The performance film focused on the performative aspects of the vehicle such as the hidden drift and the boost mode feature.

In addition, we have created a world premiere of GV60 film, featured live on Youtube as well as 8 USP films, Key Visual assets and in-depth interviews, collaboration with Kinfolk magazine.