Genesis - LUXE IS IN THE DETAILS
I had the immense pleasure to shoot the latest campaign for Genesis, called LUXE IS IN THE DETAILS. We produced extreme close ups in ultra high resolution images (30000×21000px) for billboards (out of home and digital out of home) showcasing the quality and craftsmanship of Genesis cars.
Creative Director David Mesfin from Innocean USA and I developed an idea which helped solve a lot of the problems most car manufacturers usually face with their digital out of home billboards: we added motion to their billboards. I suggested to create a Giga Pixel image that really pushes the envelope and works really well on large digital billboards (as you can see in the clip from New York´s Moynihan Train Hall). The Giga Pixel image was shot in 18 high resolution exposures, then stitched. They were shot with a 240 mm lens using a Phase One 150mp digital back which results in a 60.000 pixel wide file (real pixels, not interpolated) which allows you to zoom and zoom and zoom. We then generated 8k films from the Giga Pixel image.
Client: Genesis Motors, LLC | Agency: Innocean USA | Chief Creative Officer: Jason Sperling | Creative Director: David Mesfin | Agency Art Producer: Melanie Tongas | Produced by Picture Matters and John Morgan | studio: C2 Los Angeles | retouching film and photography: Nicola Cafantaris, Harvest Digital Agriculture
BTS photographs shot on film by Jonathan Harper.
