Simon PUSCHMANN c/o UPFRONT wurde mit der GENESIS Kampagne mit dem Titel LUXE IS IN THE DETAILS beauftragt. Produziert wurden extreme Nahaufnahmen in ultrahochauflösenden Bildern (30.000 x 21.000 Pixel) für Werbetafeln (out of home und digital out of home), um die Qualität und Handwerkskunst der Genesis-Autos zu demonstrieren.
Genesis stellte in der neuen Kampagne die Konventionen der Werbung für Luxusautos in Frage. Durch den Einsatz modernster Produktionstechniken, gepaart mit den neuesten Technologien und Innovationen in der Bewegungssteuerung, fängt die Kampagne die inhärente Schönheit und Details ein, die einen Genesis einzigartig machen.
'Art Director David Mesfin and Simon developed an idea which helped solve a lot of the problems most car manufacturers usually face with their digital out of home billboards. For example, they created a GigaZoom image that really pushes the envelope and works so well on large digital billboards. The GigaZoom was shot in 18 high resolution exposures, then stitched. They were shot with a 420 mm lens using a Phase One 150mp digital back which results in a 3 GB large file which allows to zoom and zoom and zoom. They delivered 8k films generated from the stills photo that Simon produced.'
"At Genesis, the craftmanship, technology, and designs of our vehicles give the brand a bold and distinct identity," so Wendy Orthman, Executive Director Marketing bei 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."
"We needed to leverage a brand truth that would help us stand apart from the many well-known nameplates in the category. We found our truth in 'details'. The level of detail, craftsmanship, and finish that go into every aspect of Genesis vehicles is astounding, and what matters most to an audience of luxury disruptors," so Jason Sperling, Chief Creative Officer bei INNOCEAN USA. "My hope is that the brand breaks through a cluttered sea of category sameness and creates more desire than ever for these amazing vehicles." (Quelle: Genesis Motor America)
Client: Genesis Motors, LLC, Agency: Innocean USA, Creative Director: Jason Sperling, Art Director: David Mesfin, Art Producer: Melanie Tongas, Produced by Picture Matters and John Morgan, studio: C2 Los Angeles, retouching film and photography: Harvest Digital Agriculture
GoSee : upfront.de
