New brands need to try harder.

The luxury SUV market was dominated by Mercedes, BMW, and Lexus, with customer loyalty that was notoriously difficult to break. The GV80 was a defining moment for Genesis, and its arrival needed to make a statement.

I developed copy across social, interactive video, banners, email, and partner placements, centered on two campaign ideas, “Boundless by design” and “Highly capable. Beautifully designed.” Every execution needed to communicate the GV80's intelligence and capabilities while giving audiences a compelling reason to consider something new. The campaign featured John Legend and Chrissy Teigen, as seen in the CRM pieces, linking to the Super Bowl spot.

The interactive video and 360 vehicle experience went on to set a platform record for watch time at 27 seconds, proving that the right creative could hold attention and drive engagement in an incredibly competitive category.