Genesis' “Act of Genesis”

By

avagnoni
Tuesday, Apr. 25, 2017

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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.

Credits

Client: Genesis USA
Erwin Raphael, General Manager
Kate Fabian, Senior Marketing Manager

Agency: Innocean USA
Eric Springer, CCO
Tim Blett, COO
Bob Rayburn, VP Group Creative Director
Joe Reynoso, Assoc. Creative Director
Bret Ridgeway, Assoc. Creative Director
Victoria Guenier, Producer
Stephanie Godfrey, Group Brand Director
Ann Davis, Director Business Affairs
Sheila Barrand, Business Affairs Manager

Production Company: TheBridge.co
Michael Jurkovac, Director
Igor Kovalik, EP/Editor/2nd Unit Director
Bill Boyd, Producer
Gary Koepke, Producer/Art Director
Printz Board, Producer/ Musical Director
Mindy Lubert, Line Producer
Nick Stergiou, Production Supervisor
Amanda Summers, Production Supervisor
Production Coordinator, Laura Bayless
Sam Wooten, DP
Cho Cho Kim, Stylist
Maleek Washington, Choreographer
Paul Kelly, Additional Editorial
Tony Scharko, Assistant Editor
Lisa Gimenez, West Coast Sales

Artist Management: Buskin Records
Jeffrey Evans, Manager
Josh White, Manager
Myriam Santos, Creative Director

Post Production: The Mill
Julia Moore, Senior Producer
Jade Kim, VFX Supervisor
Melanie Wickham, Producer
Mikey Rossiter, Colorist

Audio Mix: Sound Lounge
Marshall Grupp, Sound Designer
Rob Sayers, Audio Mixer

Cast of Performing Artists:
Andra Day, Singer/ Songwriter
Charles Jones, Piano
Shay Godwin, Cajon
Professional Performing Arts Student Choir
Eru Matsumoto, Cellist
Printz Board, Trumpet
Michael Angeloe, Baby Grand Pianist
J Michael, Guitarist
Havoc, Flex Dancer
Reggie Talley, Cajon
Jared Crawford, Bucket Drum
Lucy Graves, Upright Piano
Madison Carrion, Ballerina
Blackfire, Percussion

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