Role: Concept + Creative Director

Helping the Genesis G70 win over the hearts and minds of true enthusiasts by proving out the baked-in durability of the all-new model by putting it to the test over 4,688 miles along the Pan-American Highway from Alaska to Texas.

The twist? The two artists documenting the experience will also seek out and chronicle the cultural markers that now exist at the end of the known road.

The story came to life in the form of an epic cinematic short film + masterfully captured stills by Duncan Wolfe and a long-form essay by writer Lauren Steele that ran on Car and Driver + Road & Track.