The Concorso d'Eleganza Villa d'Este is one of the most prestigious automotive events in the world, a gathering of rare and historic vehicles against the backdrop of Lake Como. Genesis chose it as the platform to launch the Essentia Concept, a car that signalled both the brand's design direction and its ambition to compete at the very top of the luxury automotive space.

The brief covered art direction, social media strategy and direction of photography and film across the four-day event. The campaign was built to reach Genesis's core luxury automotive audience across ten global markets, with a paid and organic strategy designed to maximise engagement while keeping frequency tightly controlled. Our team produced photography and video content on site throughout the weekend, deployed in real time.

The campaign reached 7 million targeted users on Instagram with an overall engagement rate of 32%, 16 times higher than the original target, and the highest engagement rate of any campaign Genesis had previously activated.