“Our latest campaign is a celebration of the imagination and creativity our products can inspire in today's families,” said Amy Marentic, chief marketing officer of Genesis Motor America, in a statement.
“GV80 is thoughtfully crafted to be more than just an SUV with exceptional comfort and leading safety, it's a space where families can connect, explore and dream together,” Ms. Marentic said. “With its refined design and thoughtful utility, GV80 supports the evolving needs of modern family life while delivering moments of joy and discovery.”
The campaign’s concept was created in collaboration with California-based ad agency Innocean USA, Genesis’s longtime marketing partner, while Paris-based directing duo Julien and Quentin directed the short film.
“In a category filled with legacy marketing thinking, familiar tropes and concepts, we continue to look for fresh ideas, bold approaches and extremely well-crafted executions,” said Jason Sperling, chief creative officer of Innocean USA, in a statement.
“Whether we're challenging outdated thinking or redefining vehicle space through imagination rather than utility, Genesis is carving out a luxury ethos that's inclusive, warm and welcoming—even to families with young kids,” Mr. Sperling said. “It's new luxury without the velvet rope or baggage of old brands.”
Freedom from legacy
While luxury automakers such as French automaker Bugatti, British automaker Bentley and British automaker McLaren often lean into heritage and history to supplement their marketing initiatives and debuts, as most recently seen at Monterey Car Week ( see story ), Genesis is eshewing legacy to emphasize innovation.
[caption id="attachment_418698" align="alignnone" width="465"] The "No Old Thinking" advertisement features the 2026 GV70 SUV. Image credit: Genesis[/caption]
The brand began espousing this idea in its marketing collateral earlier in the year with its “Blank Canvas” ( see story ) and “No Old Thinking” campaigns ( see story ). Both advertisements emphasized the younger brand’s ability to embody creative freedom and fresh ideas sans historical baggage ( see story ).
Rather than leading with tradition, Genesis is defining itself through a forward-looking lens and appealing to consumers who value innovation and safety over nostalgia. This strategy puts the spotlight on cutting-edge design and technology.
Alongside this push, Genesis is also strengthening its image as a family-friendly brand, courtesy of a feature in the Freakier Friday
Ms. Rashed, whose artwork mixes texture and surrealism, explores the natural world and identity in her oeuvre. For this project, the Kuwaiti artist created two handbags inspired by her home country, with one spotlighting the Failaka Island and the other memorializing the pink humaith flower, which can be found blooming during the spring in Kuwait.
The Korean-born artist and philosopher Mr. Ufan, who splits his time between Paris, New York and Japan, created a total of three textured, monochromatic handbags: blue, white and black. The three styles all feature a small splash of color.
“The bag is an item that many women own, and rather than trying to do something complicated, I chose to simply add a small touch, an accent, an idea, while respecting its already accomplished form,” Mr. Ufan says, in the video.
“I didn’t want to completely impose my own vision, but rather to offer something very subtle, simple and minimalist to allow, even in our complex times, a way to approach things in a simpler and more philosophical way.”
The Lady Dior art project began in 2016 ( see story ).
Bonds that bind
While global art sales are down by 12 percent from last year, according to research from Art Basel and UBS Global ( see story ), collaborations between luxury brands and creatives allow artist to translate their work into a different medium while luxury brands cement their status as arbiters of culture.
Though one-off collaborations allow brands to generate buzz, it is through continued engagement and longstanding partnerships that luxury brands an
The cast includes a young man who plays the piano with abandon, a dapper gentleman in suede who nearly misses his train and a set of twins who pilfer the silverware from the dining room, popping cutlery int
The digital montage consists of a mix of black-and-white photo stills with clips of Ms. González. She can be seen wearing iconic pieces from the brand, such as chainlink necklaces, cable bracelets and sculpted cable earrings.
“What drew me to this project was the idea of capturing memory as something both fleeting and eternal,” said Mr. Coppola, in a statement.
“Jewelry has this magical ability to hold a moment, to become a vessel for joy, love or celebration,” Mr. Coppola said. “My goal was to create a film that feels both nostalgic and alive, a reminder of how the smallest details can transport us back to the most meaningful times.”
To enliven the campaign, the brand will transform its New York City flagship location on 57th Street into an immersive set with the aid of production designer Stefan Lubrina.
“When David Yurman invited me to create a holiday scenography for their New York boutique, I was immediately intrigued,” said Mr. Lubrina, in a statement.
“In their world, I found a spirit that is both elegant and distinctly New York – where jewelry and architecture meet, and intimacy and scale coexist,” Mr. Lubrina said. “This partnership allowed us to design a space that feels rooted in the city while elevating the jewelry as part of a larger story, not only as objects of beauty but as experience
