Genesis embraces the extreme closeup in Innocean’s ‘Luxe Is in the Details’ campaign

Auto brand moves away from lifestyle storytelling in first work under Innocean CCO Jason Sperling

Published On
Aug 07, 2023
Closeup of the Genesis GV60’s much-lauded Crystal Sphere

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Craftsmanship is at the core of the new Genesis campaign—the first under Jason Sperling, Innocean USA’s new chief creative officer—as the Hyundai-owned automaker practically dive-bombs the vehicles to get closeups of luxurious details, including the GV60’s much-lauded Crystal Sphere that auto writers can’t stop falling in love with.

The campaign, themed “Luxe Is in the Details,” features three 30-second spots highlighting the Genesis SUV line: the GV80, GV60 and Electrified GV70. The ads—shot by Iconoclast directors Vania & Muggia and set to contemporary tracks from Yebba, Duckwrth and Onuka—leave behind the lifestyle storytelling seen in recent Genesis spots to lovingly highlight the products themselves.

The swooping closeups wouldn’t be out of place in an Apple product spot (a brand Sperling worked on for years earlier in his career—and in fact, Vania & Muggia made recent AirPods work), and are designed to appeal to luxury consumers and stand out in the category. 

The spot will air nationally beginning today.


“We needed to leverage a brand truth that would help us stand apart from the many well-known nameplates in the category while standing among them as a worthy competitor,” Sperling said. “We found our truth in ‘details.’ The level of detail, craftsmanship and finish that go into every aspect of Genesis vehicles is astounding, and it’s the details that matter most to an evolved audience of luxury disruptors.” 

The Crystal Sphere gets a hero placement in the out-of-home campaign, too, along with other executions showing the vehicles’ rotary dials

Closeup of Genesis product interior

Closeup of Genesis product interior

Closeup of Genesis product interior

Digital materials include a GigaPixel zoom that goes from macro to micro in one shot.


“At Genesis, the craftsmanship, technology and designs of our vehicles give the brand a bold and distinct identity,” said Wendy Orthman, executive director of marketing at Genesis Motor America. “The ‘Luxe is in the Details’ campaign highlights the unique details our customers enjoy and encourages consumers to explore the brand’s design focus and attention to detail, immersing themselves in the features that our products have to offer.”

Sperling added that the campaign is aiming for an “elevated coolness” through the visuals, music and product and influencer partnerships. “My hope is that the brand breaks through a cluttered sea of category sameness and creates more desire than ever for these amazing vehicles,” he said.


Aug 07, 2023
Client :
Agency :
President & CEO :
Jose Munoz
Chief Operating Officer :
Claudia Marquez
Executive Director of Marketing :
Wendy Orthman
Sr Group Manager Marketing and Advertising :
Jeremy Meadows
Sr Manager Marketing and Advertising :
Jason Davis
Manager of Marketing and Advertising :
Andrew Modena
Manager of Social Marketing :
Kurtis Lewis
Chief Creative Officer :
Jason Sperling
Group Creative Director :
Cary Ruby
Creative Director :
David Mesfin
Senior Art Director :
John Kritch
Senior Copywriter :
Paul Fung
SVP Head of Content Production :
Nicolette Spencer
Executive Producer :
Brandon Boerner
Senior Producer :
Natalie Santana
Producer :
Grace Dryer
VP Group Account Director :
Stephanie Godfrey
Group Account Director :
Marco Koenig
Account Director :
Christine Phillips
Brand Supervisor :
Claudia Huffman
Brand Associate :
Francisco Tolentino
SVP Planning and Research :
Stephanie Tagle
Account Planner :
Derrick Hales
Director of Project Management :
Jamie Fink
Senior Project Manager :
Sarah Little
VP of Business Affairs :
Jenn Kennedy
Group Creative Director :
Marcella Coad
Creative Director :
Erica Henderson
Senior Art Director :
Aaron Onsurez
Senior Copywriter :
Vincent Largoza
Senior Art Director :
Morgan Hubler
SVP Head of Content Production :
Nicolette Spencer
Executive Producer :
Nancy Montgomery
Producer :
Brianna Brently
VP Group Account Director Social :
Theresa Myrill
Group Account Director Social :
Cassie Reed
Sr Account Executive Social :
David McMichael
SVP Strategy :
Stephanie Tagle
Social Strategy Director :
Project Management Supervisor :
Sarah Little
Production Company :
Director :
Vania & Muggia
DP :
Paul Meyers
Executive Producer :
Valerie Romer
Line Producer :
Rob Stark
Production Supervisor :
Peter Bunstein
Casting Agent :
Dan Cowan
Editorial :
Editor :
Leo Scott
Assistant Editor :
Ramon DeSouza
Executive Producer :
Viet-An Nguyen
Producer :
Erin Bates
Color :
Company 3
Senior Colorist :
Dave Hussey
Senior Producer :
Matt Moran
Online/VFX :
Dippin Sauce
Creative Director :
Chris Noellert
Flame :
Chris Noellert
Art Director :
Hiroshi Endo
Executive Producer :
Esther Minister
Studio Director :
John Kohler
Founder :
Jared Domow
Assistant Editor :
Christiana Lussenden
Executive Producer :
Chanel Boyd
Producer :
Kevin Poli
Mix/Record Studio :
Mix/Record Engineer :
Dave Wagg
Mix/Record Assistant Engineer :
Matthew Conzelmann
Executive Producer :
Susie Boyajan
Associate Producer :
Cassie Underwood
Music Supervision :
Good Ear Music Supervision
Music Supervisor :
Andrew Kahn
Associate Music Supervisor :
Maggie Nadeau
Associate Producer :
Daciay Quenah
Music Licensing :
Concord Music Publishing
Music Licensing :
Music Licensing :
Left Music
Music Mastering :
Artist :
Writer :
Abbey Smith
Writer :
Tommy Brenneck
Writer :
Ilsey Juber
Music Publishing & Master Rights :
Bleed 101
Master :
Concord Music Publishing
Artist :
Writer :
Jared Lee
Writer :
Shaun Ross
Writer :
Tavon Thompson
Music Publishing & Master Rights :
Artist :
Writer :
Filatov Yevgen
Writer :
Nataliia Zhyzhchenko
Musicology :
Musicology :
Sandy Wilbur

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