OLD IDEA VS. NEW IDEA (2025)

ECD : Brandon Mugar

GCD : Marcella Coad

CD : Ginger Quintanilla

Role : Senior Art Director

Designer : Sam Kang

Old thinking has no place in the design of the all-new 2026 GV70. But the MY26 GV70 campaign wasn’t just about launching a vehicle, it was about launching a mindset. Luxury is full of legacy thinking. Genesis isn’t. With no legacy to protect, we approach every project as a blank slate — unburdened by the traditions that define our competitors. That freedom allows us to create ideas that feel unmistakably new.

‘NO OLD THINKING’ TVC VO: Funny thing about old ideas. They have a way of hanging around. If you’re not careful, they sneak into everything. But here’s the thing — if you don’t let them in, they can’t hold you back. Welcome to new thinking. Welcome to Genesis.

To extend the TVC into social, we built a bespoke content system that visually contrasts old-car ideas with new-car thinking, translating the campaign into bold, graphic storytelling built for the feed.