Genesis “Born to Rise”

To stand toe-to-toe against the almighty European luxury goliaths like Audi and BMW, we needed to the Genesis G70—an incredible testament to Korean design and value—to embrace a rebellious approach to the category.

We created an influencer campaign that championed those fascinating iconoclasts who, against all odds, overcame adversity and bucked the status quo. Their confidence, creativity and sheer will are innate—they were born to rise.

role: creative