For the Genesis G70 Prestige Graphite, photographer Simon Puschmann, together with his team and Innocean USA, developed a unique environment - and meticulously recreated it in the studio. Fascinating 2026: When the right location isn't available, you create your own and define the parameters yourself.
Using a real vehicle as a clear foundation and a precisely controlled lighting setup by GYBOW, a minimalist, graphic visual world emerged. Edges of light, surfaces, and contrasts structure the image and highlight the design, materiality, and lines of the G70.
We're also featuring behind-the-scenes footage of the campaign here on gosee.news.
Simon Puschmann is represented by the Hamburg-based agency UPFRONT.
TEAM - Client: Genesis USA | Agency: Innocean USA | CD: David Mesfin | ACD: Can Kadioglu | Executive Content Producer: Carmen Lam | GYBOW: Arne Weiss, HP Schröder | AI Designer: Sebastian Wessel | Retouching: Nicola Cafantaris | Produced by: Sherwin Taghdiri, John Morgan | BTS Camera & Sound: Melissa Castro | BTS Film Edit & Grading: Tobias Beul | Music & Sound Design: Tom Puschmann
