Objective: Introduce the new G70 as the uncompromising luxury sport sedan for those who want to stand out.
Solution: We took the G70 to the Mojave Desert to tell its story of duality. In this mystical landscape we explored the story of Athletic Elegance, a design philosophy that goes beyond the surface, touching deep to the core. It’s a story of engineering and design, stillness and motion. Both night and day, masculine and feminine. It’s black and white, silence and noise. It’s the touch of a hand running along the curves of a fender and the smell of rubber as a tire peels out on asphalt. It’s this philosophy that brought seemingly opposing ideas together in the new G70. From a long form in-depth product film, to traditional broadcast spots, a dynamic Tik-Tok short and editorial stills, this 360 campaign told the uncompromising story of this stand out luxury sedan.