Partizan director Antoine Bardou Jacquet and the VFX crew at Electric Theatre Collective distance Genesis from heritage luxury vehicle brands with a horde of antiquated light bulbs (yes, ideas) chasing the 2026 GV70 SUV.

Jason Sperling, CCO at agency Innocean USA: “In a segment dominated by many venerable old badges, we wanted to make the point that old thinking can be an enemy to progress and originality. The GV70 isn’t weighed down by a long history and those legacy ideas, represented here by weathered, steampunk light bulbs.”

For more VFX-heavy work from the team of Antoin Bardou Jacquet and ETC, we highly recommend watching this Coca-Cola x Marvel epic and this fun Audible spot.
 
 

 
Client: Genesis Motor America
Chief Executive Officer: Steve Jun
Chief Creative Officer: Jason Sperling
SVP, Executive Creative Director: Brandon Mugar
Group Creative Director: Cary Ruby
Group Creative Director: Martins Zelcs
Creative Director: John Kritch
Creative Director: Nick Cade
SVP, Head of Integrated Production: Nicolette Spencer
VP, Director of Content Production: Melissa Moore
VP, Executive Producer: Brandon Boerner
Senior Content Producer: Natalie Santana
Content Creator, on-set capture: Carlos Ledesma
Content Creator, stills retouching: Marty Robertson
SVP, Managing Director: Alison Kaplan
VP, Group Account Director: Stephanie Godfrey
Group Account Director: Marco Koenig
Account Director: Christine Phillips
Product Information Specialist: Steven Rodriguez
SVP, Group Strategy Director: Orit Peleg
Director Strategy, Brand: Claudia Irving
Senior Integrated Brand Strategy Director: TT Tu
Director of Business Affairs: Alison Walsh
Business Affairs Manager: Haylee Aguilera
Associate Director of Project Management: Jamie Fink

Agency: Innocean USA
CEO: Steve Jun
CCO: Jason Sperling
SVP, ECD: Brandon Mugar
GCD: Cary Ruby, Martins Zelcs
CD: John Kritch, Nick Cade
SVP, Head of Integrated Production: Nicolette Spencer
VP, Director of Content Production: Melissa Moore
VP, EP: Brandon Boerner

Production: Partizan
Director: Antoine Bardou Jacquet
Managing Director/EP: Lisa Tauscher
Head of Sales/EP: Mike Lobikis
EP: Kimi Porter Thomas
Head of Production: Ani Mikirdichian
Director of Photography: Matias Boucard
EP Line Producer: David Stewart
Production Manager: Natalie Wetherell
Managing Director: Rok Bukovec
Executive Producer: Rok Luneznik
Producer: Rok Oražem
Local Producer HU: Laszlo Ferich
Production Manager: Bor Pletersek

VFX/Color: Electric Theatre Collective
CD/VFX Supervisor: Ryan Knowles
Head CG: Greg McKneally
CG Lead/Lead Animator: Andras Ormos
CG Lead/Lead Assests: Hendrikk Freuer
Managing Director (NY): Antonia Vlasto
EP: Polly Durrance
Senior Producer: Saskia Delius
Shoot Supervisor: Ryan Knowles, Andras Ormos
Colorist: Connor Coolbear
Animation: Andras Ormos, Harry McCusker-Bland, Sauce Vilas, Han Park
Asset Build: Hendrik Freuer, Chloe Barbet, Alex Hickman, Noah Ross, Annie Rowland
Rigging: Nikolai Maderthoner
FX: Sergio Morales Paz, Vaclav Cizkovsky, Alberto Scotti, Marcel Ruegenberg, Yousef Grierson, Marcel Ruegenberg
Lighting: Alessandro Granella, Lennart Vulto
2D Team: Christian Block, Petter LindholmAlberto Pizzocchero, Adam Woolrich, Kotryna Lidziute, Taylor Hyder, Scott Middleton, Rafa Vormittag, Jessica Hayes, Kingsley Bailey, Alex Gabucci (Longform)

Edit: Papercut
EP: Brandee Probasco
Editor: Biff Butler

Music Composer: Danny Bensi, Saunder Jurriaans

Sound design/mix: 750MPH
Sound Designer/Mix/Head Sound Engineer: Sam Ashwell
Sound Designer/Mix: Mark Hellaby
Head of Production/Producer: Olivia Ray