How do you sell the luxury of a South Korean car in Europe? Of course, by having Sabrina Lutz, a German kite surfer taking on the winds of the desert. Genesis needed to do something different to set them apart from the competition. And what makes them special is the calmness, serenity and respect for your time that comes with the offering with the GPA (Genesis Personal Assistant). 

Collaborating closely with the creative and product team, I conceptualized the idea of featuring Sabrina Lutz, a German kite surfer in the desert, and spearheaded the visual direction. By providing creative direction and ensuring alignment with brand values, I guided the development of the campaign from concept to execution. I also ensured that the final deliverables met quality standards and resonated with the target audience. 

● My Role | concept & production