Genesis G70 Prestige Graphite by Simon Puschmann

For the Genesis G70 Prestige Graphite shoot, Simon and the team set out to create a location that didn’t already exist. Rather than adapting to a found space, the team constructed an environment from scratch, allowing them to define the atmosphere and visual language entirely on their own terms.

With Gybow shaping and directing the light, and a real Genesis G70 Prestige Graphite at the centre of the set, the shoot unfolded as a carefully built world — one rooted in imagination, but grounded by the physical presence of the car. The result hints at what’s possible when the rules are written from the ground up.

Credits
Client: Genesis USA
Agency: Innocean USA
Creative Director: David Mesfin
Associate Creative Director: Can Kadioglu
Executive Content Producer: Carmen Lam
Gybow: Arne Weiss, HP Schröder
AI Designer: Sebastian Wessel
Retouching: Nicola Cafantaris
Produced by: Sherwin Taghdiri and John Morgan
Digital Tech: James Abke
Photo Assistants: Mike Henika & Kip Corley
Studio: C2 Los Angeles
BTS Camera & Sound: Melissa Castro
BTS Film Edit and Grading: Tobias Beul
Music and Sound Design: Tom Puschmann