Genesis Middle East — 2022
Life in perfect harmony
Strategy — concept — copy — creative direction
The brief
Develop a digital film that connects Genesis with its audience in the Middle East during the holy month of Ramadan, and showcases the Genesis model range.
The strategy
During Ramadan, audiences are inundated with an endless stream of content emphasizing common themes of goodness and generosity. Let us break away from this convention and communicate the values that reflect our brand’s unique identity and purpose, offering a fresh perspective amidst familiar narratives.
The concept
Genesis is a design-driven brand with a strong conceptual basis that guides its thinking and aesthetics.
The Two Lines of Genesis represent the tension and balance at the core of the brand’s philosophy.
Not only that, Genesis considers the experience of its drivers and connoisseurs its highest priority and raison d’être.
Concept visualization
The two parallel lines are the distinctive visual identifier of Genesis, symbolizing the brand’s philosophy of balance and refinement. However, these contrasts hold no meaning without the brand’s true connoisseurs—its drivers.
