Genesis is a young, luxury brand from Hyundai with a challenge of establishing its name and social presence. For Genesis USA I create organic and paid social media content and concept for new model launch campaigns. My role includes working with photographers, designers, video editors, and animators. I concept for new brand initiatives as we explore Instagram Reels, TikTok and Youtube.
2024 G70 LEVEL UP
The Genesis G70 is our base model targeted towards a younger demographic who doesn’t want to compromise on luxury and style. Their hard work and hustling has finally paid off, and it’s time to level up every aspect of their life as well. We worked with director Ryan Chun to bring this idea to life and explore a visual aesthetic that would resonate with our audience. Combining real life set-design with an LED digital stage, we were able to create a dynamic, stimulating campaign that perfectly matched the G70.
2023 GENESIS INVITATIONAL
The Genesis Invitational is an annual golf tournament sponsored by Genesis and it’s sorta like our Olympics. This is our one big event where experiential, social, influencers, Tiger Woods himself, and corporate executives from South Korea come together all in the name of GOLF – and to judge our work. For this 5-day event, I help support on-the-ground social coverage and create content with our influencer partners.
2022 GENESIS TIKTOK LAUNCH
We spent a week in Seattle creating social content for 5 different vehicles with a focus on our newly launched Genesis USA TikTok. I helped concept and lead the multi-day production, producing over 50 assets for various channels. During this time, I also provided creative guidelines and feedback to our first wave of TikTok influencers.
2021 HOLIDAY
For the Holidays, we took the GV80 on a different type of winter adventure to showcase the vehicle’s duality. Shot at the Bonneville Salt Flats, I wanted these images to feel magical and surreal.
Photographer - Webb Bland
2021 GV80 LAUNCH
For the launch of the first SUV from Genesis, my partner and I were in charge of a robust social and digital campaign including organic posts and Stories, paid ads for Pinterest, social bios and headers, and the vehicle landing page. For the website, I made image selects and mocked up UX content flow for desktop and mobile, working with Sketch and InVision.
Agency: Innocean USA