Vehicle Environment Concepts and Integration on .Com

Environments from concept to final integration on Genesis.com

Role: Creative Director Agency: Innocean USA, Digital Giant

3D Environments

Each environment concept was inspired by the DNA of the Genesis model it depicts. The G70 environment had to depict a high performance setting given the performance nature of the model. In the case of GV70, a stylish SUV, the concept had to reflect style and utility attributes of the vehicle - a concept of a modern promenade with modernized post industrial architecture was created.

The 3D Environment in context of application and overall use allows for a more immersive experience with the product, and from production standpoint the entire .com ecosystem benefits from product assets generated from 3D renders.

G70

Performance Car Race Track

Concept Stages

The original Hyundai Genesis Coupe, before Genesis became a stand alone brand, was featured in the Gran Turismo driving simulator - This helped define this model as a real performance vehicle. It also helped feed into already popular culture surrounding this model. Years later, Genesis brand was born, and it wasn’t until two Genesis models down the production line when the G70 was born, a performance cousin to the original Genesis Coup.

Design Process with a team of 3D artists:

In 2021 Gran Turismo announced that it will feature the new G70 in it’s upcoming simulator on ps5.

GV70

Modern Post Industrial Environment

The dynamic design of GV70 inspired a setting of urban adventure and discovery - A social environment with architectural style that excites with intricate detail of material and texture. It reminds us of the past and looks to the future.