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Discover a new approach to luxury automotive, with the experience of buying and owning a Genesis vehicle. Every detail is a work of art within the growing range of luxury models: the performance-driven G70, the design of the GV70, and the elegance of the GV80 – nothing less than exceptional.

To elevate the quality and craftsmanship of Genesis vehicles, FutureDeluxe designed three unique sculptures using an artful mix of luxury details and elements found on each of the new vehicles. 

The campaign includes a collection of six films, two for each car, spotlighting the premium raw materials expressing each vehicle’s distinctive narrative.

The approach for each sculpture was to find artful compositions that overall spoke to the messaging around a balance of detail. We played with the idea that these sculptures could feel like they live in the real world, so materials had to be exact to the product yet also carry elements of disbelief about them to spark the viewers’ imagination.

Paul Fung, copywriter at Innocean said, “This project was truly born out of lock-step collaboration between agency, clients and FutureDeluxe. We all understood the vision: defining the Genesis brand beyond the product and reflecting the artistry that goes into making these vehicles. The result is a beautifully elevated series that resonates with a luxury audience and stops them from scrolling in a noisy feed. An intersection of contemporary art and luxury automotive.” 

Adrian Lawrence, executive creative director at FutureDeluxe commented, “When we first heard about the Genesis films we knew immediately it would play into our strengths of design and craft for luxury brands. The first step and perhaps most interesting was going through our experimentation phase, where we focused heavily on the sculpture forms. Seeing each car sitting next to its unique sculpture was a lovely moment in demonstrating the artistry of the Genesis brand. From start to finish, this was a collaborative experience that comes through in the work.”