New brands need to try harder.

The luxury automotive segment is dominated by Mercedes, BMW and Lexus. More than 85% of those customers, are likely to stay within their chosen brand. Until now.

The Genesis GV80 launch was the defining moment for the brand.

I was tasked to create copy that not only announced the SUV’s arrival, but celebrated GV80’s unique intelligence, separating it from the competition. The focus was centered around two idea, “Boundless by design” and “Highly capable. Beautifully designed.”

No buzzwords. No fluff. Earn the audience’s respect.

Social posts needed to be benefit driven scroll stoppers.
Interactive units needed to be powerfully concise.
Banners needed to instantly inform.
Emails needed high value actions.