Genesis G80 Sport

Kevin McCauley
Challenge
How could Car and Driver + Road & Track help add authentic enthusiast credibility to a new performance offering from Genesis?
Insight
The idea of "performance" has shifted. No longer is it just about flat-out speed or unlimited handling prowess: the contemporary definition of the term comes to life through many different personalities.
Approach
Create a relatable definition of performance that includes the perspectives of real enthusiasts, doing what they love, to align the soul the Genesis G80 Sport with our passion-forward audience.
Solution
Make the G80 Sport more credible as a performance offering by elevating the driving experience through the eyes of individual enthusiasts.
We combined provocatively composed music (from award-winning producer Ed Bueller), unique visual styles (from high-afternoon technicolor to moody black and white) and character attributes (enthusiasts from relatable backgrounds) to highlight the unique sporting credentials of the new Genesis model.
