immersive brand experience

Genesis G70

Brand awareness and product education fused into one serene experience that showcases Genesis Motors’ mindful innovation and sophistication, while introducing their all new G70.

In ideating with Thinkingbox, we came to the conclusion that we wanted to go beyond descriptive key words and clever messaging often found in car advertising; rather, we were going to introduce our audience to Genesis by manifesting the brand’s values through a physical, visual and aural experience. At the brand’s core, ‘mindful innovation’ vibrates throughout—from the engineering down to every design detail and stitch.

Inspired by Genesis’ Korean roots and zen culture, the Genesis G70 experience focused on creating a journey that invited people to be in the present and mindful of their surroundings. Set in one of the busiest airports in North America - Pearson International in Toronto - the experience guided people onto a walkway that instantly immersed them into a visual story with a transformative projection mapping finale.

The experience went on to win Gold at the Media Innovation Awards and Silver at the Marketing Awards in 2019.

My Role Creative Director & Director

Agency Thinkingbox & Innocean Worldwide Canada

Brand Genesis