In a category brimming with ubiquity, Genesis didn't just want to say they are a luxury car maker—they wanted to prove it. This was a complete strategic revamp for the brand, shifting the focus onto their product and pushing against the norms of the auto category. No requisite front 3/4 shots. No demonstration of cabin space. No running footage. Just a less-is-more focus on the luxe details that differentiates them from competitors.
