Genesis
Car commercial starring Korean soprano Hera Hyesang Park.

In early 2022, Genesis was looking to expand its storytelling around cultural ambassadors. 

Enter Hera Hyesang Park, a genuine and gracious performer who had spent most of her adult life in-character, and was looking for an opportunity to bare her true spirit to the world. 

We filmed with Hera over the course of two days, working together to capture her essence in iconic spaces that reflected her passion and history, including the DiMenna Center for Classical Music, the United Palace theatre, and the streets surrounding Juilliard and Lincoln Center.

A Korean-born artist who has carved out space for herself in a European-dominated artform, Hera serves as a bridge… between the culture she grew up in, and the one she came of age in; between the compositions she studied, and the contemporary adaptations she delivers; and between the confidence her job requires, and the humility she approaches it with. 

Most impressive, Hera has the ability to channel life’s most difficult emotions into expression, and seeing her tap into her instrument up-close is something I won’t soon forget.