‘Luxe is in the details’ - GENESIS campaign by Simon PUSCHMANN c/o UPFRONT for Innocean USA and Genesis Motor America
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
Simon PUSCHMANN c/o UPFRONT was commissioned with the latest campaign for GENESIS entitled LUXE IS IN THE DETAILS. They produced extreme close-ups in ultra-high-resolution images (30000×21000px) for billboards (out of home and digital out of home) – demonstrating the quality and craftsmanship of Genesis cars.
Genesis challenges the conventions of advertising for luxury cars. Through the use of cutting-edge production techniques paired with the latest technologies and innovations in motion control, the campaign captures the inherent beauty and details that make the Genesis unique.
“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 craftsmanship, technology, and designs of our vehicles give the brand a bold and distinct identity," says Wendy Orthman, Executive Director Marketing at 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,” says Jason Sperling, Chief Creative Officer at 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.” (source: 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
CREDITS
Production Picture Matters and John Morgan
Advertising Agency Innocean USA
Creative Director Jason Sperling
Art Director David Mesfin
Post Production Harvest Digital Agriculture
Photographer Simon Puschmann c/o Upfront Photo & Film GmbH
Art Producer Melanie Tongas
About UPFRONT PHOTO & FILM GMBH
Ever since its founding in 1998 by Frank Küppers, UPFRONT has lived out photography all the way - as agents and one-stop production house. Which means: we know the industry, we know the artists, we know where and how they match.
This adds up to: Better deals, better results. For everybody.
UPFRONT is proud to have developed a roster of unique talent over the years. We all love a good commission, but it’s really more than that: Artist management means supporting individual and sustainable growth. A wide creative range and a positive, personal work environment is what we get out of it.
What you get out of it? Amazing photos. Captivating films. Without the hassle. Across all media, agile and fresh. By a truly passionate and down-to-earth team, dedicated to full transparency. Team spirit and a respectful treatment of everybody involved are the basis of every project we approach.
www.upfront.de
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