Shane Griffin brings visionary artistic direction to Genesis blank space
Genesis’ latest cinematic campaign Blank Space delivers a thought-provoking visual journey asking a compelling question what would we create if we had to start anew.
Developed in partnership with creative agencies Innocean Nexus Studios and Grif Studio and directed by Shane Griffin the 30 second film redefines luxury automotive storytelling by fusing design innovation with artistic imagination.
It is more than an advertisement it is a meditation on beginnings innovation and the identity of a luxury brand in a constantly evolving world.
Through seamless transitions and an array of immersive digital techniques the spot showcases Genesis’ latest vehicles including concept models and performance icons like the Le Mans racers.
Each frame flows into the next with fluid motion connecting environments through a distinctive double line motif a signature design element of the Genesis brand.
This visual thread serves as a metaphor for continuity and vision reflecting how Genesis moves forward while remaining grounded in its core philosophy.
The environments within the film range from hyperreal urban landscapes to abstract natural forms.
Techniques such as particle FX timelapses photogrammetry and contra zooms are applied with precision to create unique atmospheres that reflect each vehicle’s essence.
These tools do more than generate aesthetic appeal they construct a multisensory narrative that aligns with Genesis’ design forward ethos and future oriented innovation.
From a marketing perspective Blank Space is a masterclass in brand storytelling for the digital age.
It avoids traditional tropes of automotive advertising by not simply focusing on horsepower or specs. Instead it presents the Genesis lineup as pieces of modern art in motion guided by a design first philosophy.
The question it poses about starting anew resonates beyond the automotive industry appealing to a global audience seeking purpose sustainability and creativity in luxury experiences.
All images courtesy of Shane Griffin
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