Genesis Worldwide
Commercial
Genesis Magma GT Concept
Genesis may have begun its motorsport journey in endurance racing, but its ambitions extend far beyond a single championship. As the Magma GT programme took shape, Genesis wanted to build anticipation around what was coming next.
Our brief was to create a social-first film with marque driver Mathieu Jaminet that would spark rumours, fuel engagement and tease the arrival of the Genesis Magma GT Concept.
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Rather than reveal the car outright, we built the film around the language of Instagram.The story opens as if Mathieu has gone live from the paddock, answering questions from fans. When he is asked about his dream drive, we cut suddenly into a cinematic dream sequence, placing the audience in the cockpit of the Magma GT Concept as it charges down the main straight at Losail. Then, just as quickly, we return to the livestream. Mathieu’s reaction brings us back to reality, leaving the audience questioning whether they have just seen a fantasy, a tease, or a glimpse of what is to come.
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This was a fast-moving production built around a very small window of access. Chasing a race team around the world meant moving quickly, travelling on a last-minute flight to Qatar with a compact crew and making the most of half a day in the desert. With one tracking vehicle, limited time with Mathieu and a narrow window with the car, every setup had to work hard.
The film was designed specifically for Instagram, using a familiar social format before shifting into a more cinematic, high-performance sequence. That contrast allowed us to create something that felt native to the platform while still carrying the polish expected of a luxury performance brand.