A BALANCE OF DETAILS (2025)
ECD : Brandon Mugar
GCD : Marcella Coad
Role : Senior Art Director
Copy : Paul Fung
We started with a simple question: what actually stops the scroll, and doesn’t feel like just another ad? Inspired by art’s ability to make people pause, we created a series of visually striking social films that transform vehicle parts into contemporary sculptures. Each execution highlights a different model, using balance, materiality, and form to tell an elevated brand story.
The G70 expresses sleek, race-inspired performance. The GV70 becomes a sculptural study of modern SUV design. And the GV80 explores the tension between power and elegance. Luxe finishes and raw materials are composed in perfect harmony to showcase Genesis craftsmanship.
More than a feature showcase, the series reframes automotive design as art, delivering a refined, gallery-worthy paid social campaign for @Genesis_USA that captured attention and drove standout engagement.
