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.
More than a feature showcase, the series reframed automotive design as art, delivering a refined, gallery-worthy paid social campaign for @Genesis_USA that captured attention and drove standout engagement. Balance of Details became the top awareness performer, setting the benchmark for future Genesis creative.
