Genesis
AT A GLANCE
Genesis set out to stand apart in one of the world’s most competitive luxury automotive markets—UAE & KSA, where audiences are overexposed to surface-level luxury and traditional car advertising. The challenge was to move beyond speed, status, and features, and redefine what luxury means today. By shifting the narrative from performance to emotion, we created “Moments That Move You,” a multi-model campaign that transforms everyday drives into surreal, introspective experiences. Each car becomes a distinct emotional state: calm, creative, inspired, positioning Genesis not just as a car, but as a space that enhances how you feel, think, and move through life.
MY ROLE
Creative Strategist and Pitch Lead: Led end-to-end strategy, positioning, insight development, creative concept, shaping the narrative, world, and multi-model storytelling approach that won the pitch and carried on in the execution.
PITCH: AWARDED
CREATIVE STRATEGY
CAMPAIGN SYSTEM
CONCEPT DEVELOPMENT
ART DIRECTION
XR TECHNOLOGY
THE BRIEF
Create a multi-model campaign for Genesis across GCC markets that elevates brand perception, showcases the full lineup, and establishes a distinctive, luxury identity.
THE TENSION
Luxury automotive advertising has become predictable, focused on speed, status, and aesthetics, while audiences are increasingly desensitized to traditional expressions of luxury.
THE OPPORTUNITY FLIP
Redefine luxury from something you own to something you feel, shifting from performance and prestige to emotional, sensory experiences.
THE STRATEGIC DIRECTION
Reposition the car as a space for emotional states, not just movement. Transforming the car into a space for reflection, creativity, and recharge.
THE INSIGHT
People spend over 4 years of their lives inside a car, yet it’s treated as a functional in-between moment rather than an experience in itself.
THE CREATIVE CONCEPT
“Moments That Move You,” a multi-model campaign that turns everyday drives into surreal emotional journeys, where each Genesis model becomes a distinct feeling.
Key Idea
System
FROM CHAOS TO CALM
The umbrella film contrasts the speed of modern life with a shift into surreal stillness, reframing the drive as a moment to pause, breathe, and feel.
EMOTION, BY MODEL
Each Genesis car is positioned as a distinct emotional state—transforming the product lineup into a spectrum of human experiences.
VISUAL WORLD
Everyday realities transition into dreamlike environments using XR, visually expressing internal emotional shifts.
BRAND SHIFT
From “drive” to “feel,” positioning Genesis as a space for emotional transformation, not just movement.
SYSTEM THINKING
A unified narrative where one idea scales across films, models, and visuals—turning a product lineup into a cohesive emotional world.
THE FILM