Innocean Goes SOUTH To Score, Lend A New Dimension To Genesis Spot 


Robert Goldrich
Saturday, May. 11, 2024


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SOUTH Music and Sound used literal car sound effects to create a modern hip hop song in this spot, “Feel Every Detail,” for Genesis directed by Vania & Mugia of production company Iconoclast for agency Innocean.

As we see the car’s many beautiful features appear on screen, the images dovetail with the vehicle’s sounds in a way that adds a unique dimension. The soundtrack seemingly emerges from the car, enabling us to “feel every detail.”

The SOUTH team included creative directors Matt Drenik and Dan Pritikin, composers Mike Mac and Jon Darling, executive producer Ann Haugen and associate producer Alina Fox.

Sound design/mixing house was Lime Studios with Michael Anastasi serving as sound designer and Dave Wagg as audio mixer.


Client Genesis, Hyundai Motor Co. Agency Innocean Jason Sperling, chief creative officer; Brandon Mugar, executive creative director; Marcella Coad, group creative director; Miguel Mayen, creative director, art director; Craig Lederman, associate creative director, copywriter; Kristen Perry, associate creative director, art director; Paul Fung, sr. copywriter; Aaron Onsurez, sr. art director; Nicolette Spencer, head of production; Melissa Moore, director of content; Brandon Boerner, executive producer; Natalie Santana, sr. content producer. Production Company Iconoclast Vania & Mugia, directors; Charles-Marie Anthonioz, managing director; Valerie Romer, exec producer; Joanna Nelson, head of production  Gabrielle Yuro, producer; Paul Meyers, DP. Editorial Cartel Leo Scott, editor; Eric Offenhauser, assistant editor; Lauren Bleiweiss, managing director; Viet-An Nguyen, exec producer; Cassandra Guardado, sr. post producer. Music & Sound SOUTH Music & Sound Matt Drenik, Dan Pritikin, creative directors; Mike Mac, Jon Darling, composers; Ann Haugen, exec producer; Alina Fox, associate producer. Sound Design & Mixing Lime Studios Michael Anastasi, sound designer; Michael Baran, sound design assistant; Dave Wagg, audio mixer; Matthew Conzelmann, audio assistant; Cassie Underwood, producer; Susie Boyajan, exec producer.

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