To concept social-specific content that aligns Genesis to fashion, to be posted during the Fashion Week season.
OBJECTIVES
Our Fall 2023 Genesis campaign (#LuxeIsInTheDetails) celebrated all the thoughtful and innovative details of our SUVs that truly make Genesis unique. To bring this idea to life contextually for our target market, we sought to parallel this idea of details with one of their biggest passion areas: fashion. Our idea was to develop a contextual New York Fashion Week inspired concept that brought forth a social-first fashion look and feel, featuring the Genesis GV60.
Knowing how exclusive and new the fashion category is for Genesis, some of the key challenges we had to consider were:
To accomplish this we focused on creating vertical video for TikTok and Instagram. Rather than traditional video capture, we created the video using hundreds of high resolution still images. Talent was outfitted in designer wardrobe, styled by a celebrity stylist complete with coordinating nail art.
We made it luxe. And we made it fashion.
