Genesis is a the luxury brand from Hyundai with a challenge of establishing its name in a competitive industry. For Genesis USA I created organic and paid social media content for platforms including Meta, TikTok, and Youtube from 2020-2024. Working closely with our clients, I helped push the brand visually and creatively led many brand firsts as we ventured into new initiatives like our award-winning The Artist Series, TikTok creators, AR filter, Giphy Stickers, and more. I worked with video editors, photographers, animators, and artists to navigate feedback and while maintaining integrity of their craft.

DIGITAL BLUEPRINT

Created a fast-paced, captivating visual concept that represents the feature-packed G70, entirely in-house. Despite a limited social budget and tight timeline, client was impressed by the outcome, and the idea continued to other vehicle campaigns and paid platforms.

2024 G70 LEVEL UP

The Genesis G70 is our base model targeted towards a younger demographic who doesn’t want to compromise on luxury and style. Their hard work and hustling has finally paid off, and it’s time to level up every aspect of their life as well. We worked with director Ryan Chun to bring this idea to life and explore a visual aesthetic that would resonate with our audience. Combining real life set-design with an LED digital stage, we were able to create a dynamic, stimulating campaign that perfectly matched the G70.

2023 GENESIS INVITATIONAL

The Genesis Invitational is an annual golf tournament sponsored by Genesis and it’s sorta like our Olympics. This is our one big event where experiential, social, influencers, Tiger Woods himself, and corporate executives from South Korea come together all in the name of GOLF – and to judge our work. For this 5-day event, I help support on-the-ground social coverage and create content with our influencer partners.

2022 GENESIS TIKTOK LAUNCH

We spent a week in Seattle creating social content for 5 different vehicles with a focus on our newly launched Genesis USA TikTok. I helped concept and lead the multi-day production, producing over 50 assets for various channels. During this time, I also provided creative guidelines and feedback to our first wave of TikTok influencers.

ASSET PHOTOGRAPHY / GIFS (2021-2024)