Genesis Motor Europe: This Is Genesis

Luxury carmaker Genesis created the largest-ever 3D projection of its kind on a mountain in the Swiss Alps, to mark the brand's arrival in Europe. Created by Pixel Artworks, the projection confirmed the car brand’s commitment to changing the way people buy and own cars in Europe, by promising the 'Genesis Difference', a set of principles to respect every customer's time and provide exceptional customer service.
Agency: M&C Saatchi Talk

These promises were ‘set in stone’ through the magic of the cutting-edge projection technology. Lighting up the cliff-face of a mountain near Lauterbrunnen, the spectacular display measured an impressive 275m wide and 180m high and was brought to life via a state-of-the-art 3D projection, seamlessly merging high-tech and nature. The projection continued with the mountain’s surface intruding, to reveal the impression of a brightly lit space. As anticipation grew, guests were finally able to cast their eyes on images of the Genesis vehicles, appearing on the mountain at around 30 times the size of an average two story house. At the final crescendo, the iconic Genesis logo was revealed, marking the brand’s arrival in Europe. Carving a commitment to treat all customers with respect and to change the way the car industry looks at customer service, into the Swiss Alps.