Innocean Berlin Takes You Sand Surfing in Genesis' Latest Campaign

Following the Free Diver film, which marked the launch of the Korean luxury automotive brand Genesis in Europe, Innocean Berlin tells a new story of serenity and 'Time Well Spent' – while immersed in a sea of dunes.

For the launch of the new G70 Shooting Brake, the 'Sand Kiter' film not only tells a poetic story of serenity but also expands on the luxury brand’s promise to respect their customer’s time however they choose to spend it. A promise that is turned into action through the Genesis Personal Assistant, making everything from your new Genesis car delivery to its servicing, or even a test drive; a service that ‘comes to you’ wherever you are.

As Dominic Chambers, head of marketing and communications, Genesis Motor Europe would describe it: “Our aim was to create a beautiful and unseen film that captures the peace and calmness that comes with the luxurious services of a Genesis. It was important for us to shoot with an authentic character, who could help us make the impossible look so effortless”.

The idea was born, just like the brand, from the pure desire to create an experience that hadn’t existed – until now. And with that the inception of the “Sand Kiter” story was brought to life, where we accompany a kiteboarder who’s looking for an experience untouched by anyone but her and the winds of the Namibian desert.

The film was shot by Salomon Ligthelm, with music by Audioforce, and features Sabrina Lutz, twelve-time kiteboarding champion.

“We wanted to tell a story of visual poetry, that completely immersed the viewer in a world of serenity away from the banal everyday life. As our protagonist gracefully enjoys the thrill of creating her own sport, Genesis delivers her G70SB car directly to her, allowing her to live every moment of this extraordinary experience to the fullest,” says Gabriel Mattar, European chief creative officer at Innocean.

The Sand Kiter film is part of a fully integrated campaign, which also features an extensive digital and social media presence as well as a fleet of out-of-home and print ads.