Genesis x The Electric Dish
A car launch like no other
Our lives are shaped by the decisions we make. Every action leads us down a unique path. For Genesis, I explored the power of choice in a short film that launched their new model —the Electrified GV70— with a jolt.
A multi-faceted approach built excitement for the launch among a broad audience. It began by partnering with award-winning Director Alice Gu to bring the script to the big screen. The resulting short film, starring award-winning LA chef Bricia Lopez, brought to life the Genesis brand ethos of forging your own path and owning the power of your choices. The film showcased the sleek design and advanced technology of the new model while also highlighting the luxury and exclusivity of the brand, all of which was revealed at a red carpet premier at the exclusive NeueHouse Hollywood.
Role: Strategy & Concept Ideation, Script Writing, Creative Direction, Production Lead, Talent Management
11,247,768 Total Impressions
1 Premier Screening & Reception
65+ Influential Attendees
146,773+ Attendee Delivered Impressions
THE FILM
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THE FILM |
“Capturing the electric vibe of Los Angeles was essential to our concept, so we chose to shoot everything at night— that means 6 p.m. to 6 a.m. days.”
BEHIND THE SCENES
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BEHIND THE SCENES |
“This project was a masterclass in excellent agency-client collaboration.”
The biggest challenge was the expedited timeline to produce the brand film ahead of the red carpet premiere event. We also navigated a Genesis media & PR embargo on the vehicle that was lifted on the very same day as the premiere. The production process required an extra level of agency & client collaboration to ensure deadlines were being met in order to get this content prepped and ready for launch across Genesis O&O channels.
THE EVENT
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THE EVENT |
The film premiered at a red-carpet event we produced at NeueHouse Hollywood. Industry influencers, VIP guests, and press were treated to a screening and live unveiling of the Electrified GV70.
A variety of high-profile lifestyle influencers amplified the experience in real time through their social channels, enabling the premiere to reach an even wider audience.
POSTER & INVITATION
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POSTER & INVITATION |
SOCIAL
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SOCIAL |
Most of the content for this project was White Label, created exclusively for Genesis and their own distribution.
However, we also amplified the trailer-style cutdown asset across 5x of BDG publications —Bustle, Inverse, NYLON, W Magazine & TZR. We chose Instagram Dark Video Posts with Sponsored Instagram Promotion to reach our widest audience. While distribution of the custom content on BDG channels wasn’t robust, it performed well for our audience, driving 3,707 clicks to Genesis O&O.
