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Genesis GV80 Coupe Concept

Genesis celebrates the world premiere of the “Genesis GV80 Coupe Concept”. In only two weeks, the press material was created based on the digital twin and the real-time engine UNREAL.

Client: Genesis


Established in 2015, automotive luxury brand Genesis presents the GV80 Coupe Concept at the “New York International Auto Show 2023”. The performance-oriented SUV embodies the brand’s “Athletic Elegance” design philosophy and is a statement of intent in design and technology.

In addition to a real photo shoot, a purely digital production for a series of images, as well as a film, was planned for the press kit. The challenge: Creation and production needed to be done within two weeks.


“The combination of quality and efficiency is part of our DNA,” says Björn Kowalski, founder of Effekt-Etage. “Creating a dynamic film that takes place in multiple locations and a series of high-resolution images within the given production timeframe is therefore a great opportunity to focus entirely on our DNA.”

Creation and production hand in hand: The locations were defined using mood boards, while the vehicle data provided was integrated into the in-house real-time production pipeline. This way, the animations of the vehicle and the cameras could start seamlessly, while the work on the environments started simultaneously. All production steps were connected in real-time in one production environment. This collaborative setup enables an optimal division of labor with perfect creative direction at the same time. Each step in production can be evaluated at any time within the desired product. Because most of the production took place in real-time, the usual rendering of individual shots was almost completely eliminated during the production process as well as the editing and compositing in the post production. Thanks to real-time technology, all work steps took place in photorealistic quality and the film and images were always available in the current production status.

A revolutionary way of working. It streamlines processes, accelerates workflows, and gives freedom for more creativity.


From the first idea to the final product in two weeks.

All assets were created purely digitally, using modern, collaborative working methods and technologies. Coupled with technical know-how and creative excellence at the highest level, the production underlines the possibilities of contemporary content creation.

SangYup Lee, Senior Vice President and Head of Genesis Design, says: “The GV80 Coupe Concept is an expression of our relentless pursuit of the highest quality, performance, and design”.

The same applies to us in the production of digital media assets.