BRANDED SERIES
GENESIS
Scope: 10-part Branded docuseries
Deliverables: Short-form documentaries showcasing Korean heritage, craft, and culture
Genesis, Hyundai’s luxury brand, wanted to reposition itself on the global stage. Their challenge: to stand alongside German engineering and heritage-driven competitors (Mercedes, BMW, Audi) by associating Genesis with cultural depth, craftsmanship, and origin stories rooted in South Korea. They needed to make luxury feel authentic, not manufactured.
The Problem:
Members of the Studio Koa team led the creative development of Origins, a cinematic 10-part docuseries exploring Korea’s traditions, artistry, and culture. Rather than focusing directly on cars, we told “origin stories” that embodied luxury through heritage:
The centuries-old craft of yeot candy making
The communal and historic ritual of makgeolli brewing
The origin of kimchi as both cultural symbol and culinary art
The passion and athleticism of Korean baseball, featuring national icons
Each film paired human-centered storytelling with premium production values, reframing Genesis not just as a carmaker but as a curator of culture, innovation, and pride in Korea’s global identity.
Our Solution:
Massive Organic Reach: Origins videos collectively garnered 20+ million organic YouTube views, ranking among Great Big Story’s most successful branded films.