GENESIS / PANAMERICANA

Turning the Genesis G70 launch into a cinematic Car and Driver story that made the case for a new luxury performance brand.

A branded entertainment program for Genesis, made with Car and Driver and filmmaker Duncan Wolfe around the launch of the G70.

PANAMERICANA started with the launch of the Genesis G70. Genesis had only recently become its own luxury brand, and the G70 was its entry into the compact luxury sports sedan class, up against names buyers have trusted for decades. A standard launch campaign was not going to change how people saw a brand they barely knew.

Our team saw the chance to let the car prove itself through the people enthusiasts already trust. I led the creative strategy and development, working with Genesis, the editors of Car and Driver and filmmaker Duncan Wolfe.

Wolfe’s films, Car and Driver’s reporting, original photography and digital content showed the G70’s performance and design as an editorial story, not an ad. That gave Genesis something an emerging luxury brand rarely has: proof from a source performance drivers already rely on.

The program came out of the blend line, the in-house creative agency at Hearst Autos, which I co-led with Craig Daitch.

Client: Genesis
Employer: Hearst Autos
Position: Executive Creative Director and Co-Lead, the blend line
Project role: Concept, business development, creative strategy, creative direction, executive production
Collaborators: Duncan Wolfe, Car and Driver
Featured vehicle: Genesis G70
Disciplines: Branded entertainment, creative strategy, brand positioning, film, editorial storytelling