Genesis Middle East — 2021
A wealth that keeps on growing
Concept — copy — creative direction
The brief
Develop social media content that connects Genesis with its affluent audience in the Middle East during the holy month of Ramadan, and showcases the Genesis model range.
The concept
Ramadan is a time when noble values take center stage—values like kindness and generosity.
These values are often thought of as grand gestures or huge donations.
Yet, it’s the smallest acts of kindness that leave the deepest, most lasting impact—creating a ripple effect that enriches the wealth of kindness and inspires others to grow new branches on its tree.
The content
I created four short films—one for each Genesis model in the range, each telling a compelling yet simple story of kindness performed by a Genesis driver.
Every film captured the essence of the car’s target audience, reflecting their distinct lifestyles and values.
Through these films, we aimed to evoke an emotional connection, demonstrating how the Genesis experience aligns with the essence of generosity and grace.
