Leveraging mythology to turn a little-known luxury brand into a legend.

After launching in Australia in 2019, Genesis needed to overcome low awareness and establish their position as a quiet disruptor of the premium automative category.

Unbeknownst to most Australians, Genesis was shaped by some of the biggest names in luxury automotive. From Bentley to Lamborghini, the designers, engineers and experience architects behind the brand turned their backs on convention to start all over again. 

It’s a creation story of epic proportions. So, to create the brand’s first-ever bespoke campaign in the market, we decided to tell it. 

This is the genesis of Genesis. 

This is the New Guard.