In a curated Artist Series, we extend the inventive experience of the all-new G90 through fanatical visuals and audio. Each piece not only highlights the timeless design and tech of our halo car, but also the stories of the artists setting out to make their mark in the world.
We exclusively partnered with inventive digital artists from creative house, H+ Creatives, for their distinct styles of intermixing art and technology. Each artist got to leave their mark on our all-new G90, presenting it in ways never seen before. To elevate the viewing experience, the motion pieces were accompanied by custom composed scoring to set the tone. The final pieces were showcased on our Instagram feed, as well as the insights and behind-the-scenes footage for each artist on our Instagram Stories. We created an Instagram Guide that functions as a gallery tour with highlights from each artist’s series on display to be viewed and enjoyed any time. For maximum reach, the artists shared their work on their own Instagram pages in tandem with our postings.
Our objective was to generate awareness, consideration, and positive opinion for Genesis and the G90. Leverage content to help drive intenders further down the customer journey. Genesis brings a new perspective to the world of design through unique social content.
The luxury automotive industry is highly competitive. BMW, Mercedes, and Audi lead the category. Most brands deploy creative executions that highlight performance and craftsmanship and are highly product-focused.
Our message was that the G90 is the premium lux sedan that provokes emotion by combining Refinement x Design and transforming perception of what new luxury means for the modern generation. The G90 offers the ultimate luxury experience which encapsulates the very best that Genesis represents.
Our strategy utilized the G90 as a halo model to share our brand story “Illuminating a new perspective through design”. Partnering with artists/creators that align with our DNA of audacious, progressive and distinctly Korean which ladders up to the Genesis story. For Instagram and TikTok, we are trying to spark intrigue in our core demographic and connect with the artistic community.
The challenge was to launch a G90 Artist Series with a designed-centered story around Refinement x Design. This series is also a much larger initiative from past series as there was a potential to produce their art to be displayed/launched at a Genesis House event.
With over 60 pieces of content curated by five artists, the G90 Artist Series received 31k+ organic engagements and 291k+ organic impressions. The G90 Artist Series posts received 20% higher engagement per post than the average post on Genesis’ instagram feed.