07/11 ● Genesis

Going electric is necessary to stay relevant in the vehicle market today. We launched Genesis’ first EV by teaming up with the British media artist and technologist Jason Bruges. Together with Bruges, we created a laser light installation inspired by the car’s crystal sphere. The installation was entirely powered by the car and lit up the forest of Pedro Amarela, setting it in a new light.

The Lights

Service | Integrated Campaign

Release | 2022

Agency | Innocean Berlin

Duration | 4 Months

Conceptualized and managed the campaign for Genesis' inaugural EV launch, overseeing photoshoots, pre-and post-production. Led the selection of Jason Bruges for the collaboration, crafted visuals, and defined the campaign concept, spotlighting the laser light installation inspired by the car's crystal sphere.