PINCH ZOOM (2025)

ECD : Brandon Mugar

GCD : Marcella Coad

CD : Ginger Quintanilla

Role : Senior Art Director

Owners love Genesis features, and talk about them constantly online. Our challenge was to showcase those features in a way that felt born for social, not built for ads.

Reality Goes Digital turns digital-native behaviors into storytelling devices. We translated gestures like zoom, tap, and swipe into physical, cinematic moments—bringing the language of the screen into the real world. The idea reframes feature demos as cultural behaviors, making product storytelling feel instinctive and scroll-stopping.