In the backdrop of New York Fashion Week, INNOCEAN USA presented an eye-catching advertising campaign, “Make Your Mark,” engineered for those who chart their own courses. And amidst the spectacle of fashion week, they were laser-focused on the originators, nonconformists, the individualists. And amidst the couture and glitz, they positioned the Genesis G90, not as just another car campaign, but as a symbol of unyielding ambition and individuality. Stride further into the creative behind the campaign that had heads turning.
Make Your Mark
By: Cary Ruby
High-end fashion is a key lifestyle pillar for Genesis and its luxury target audience, who are embracing their own originality and expressing it through creative outputs. To connect the shared values of the brand and this audience, we created a wide-reaching OOH campaign throughout New York City leading up to New York Fashion Week.
The campaign sought to speak specifically to those creative non-followers who are all about striking out on their own and making a name for themselves. The innovators aren’t waiting for the approval of the media or the masses to make choices for them and are instead actively seeking emerging brands.
The goal was to position the Genesis G90 as the perfect lifestyle statement that aligns directly with the ambitious outlook of this audience and their own personal sense of style. The flagship sedan shares the same swagger as this audience and also helps establish Genesis as a nonconforming, design-led luxury brand.
Working with Patrick and Marlyne Curtet, we chose to bring a fashion approach to automotive photography. The campaign stretched from high-impact, out-of-home spectaculars all over Manhattan to a takeover of Moynihan Station to covering the city at street level with bus shelters. Additionally, we integrated subtle cinematographic techniques to introduce a layer of elegant movement that would grab attention in motion OOH locations.
The final result was a confident introduction of the Genesis G90 at New York Fashion Week as a head-turning piece of design all its own and a breakthrough luxury challenger that stands apart from the usual legacy automotive options.