Genesis G80 Sport

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. 
 

In Use

Experiencing the Genesis G80 Sport from three unique enthusiast perspectives in video and comprehensive articles.