When Genesis unveiled the GV80 Concept, its next generation concept SUV at the recent New York International Auto Show, it treated its audience of automotive influencers and media to an extraordinary event: an evocative black and white film, “Act of Genesis,” accompanied by a live performance of the new single from the Universal Music recording star Andra Day.
This performance of Day’s new song, “Amen,” provided the soundtrack for the film and featured many of the same performers and musicians seen in the film itself, which was a celebration of the originality and creativity of the New York performing arts scene. As it ended, a screen rose in the hall at the Javits Center to reveal the latest Genesis concept car, which was introduced by Genesis Global Brand Chief Manfred Fitzgerald.
The concept of using Day’s new song – to be released on her next album – as the soundtrack for a film that highlights the cultural and artistic vibe of New York came from INNOCEAN, the Genesis agency, and its Chief Creative Officer, Eric Springer. He led an agency team that included Joe Reynoso, ACD, Victoria Guenier, Director of Content Production, who worked closely with TheBridge.Co, the New York content company that specializes in connecting artists with brands. TheBridge.co produced the film, which was directed by the boutique’s founder, Mike Jurkovac. Tapping its contacts in the music industry, TheBridgeCo opened doors to Andra Day’s management and label, putting the wheels for the project in motion.
