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.