On this episode of the Social Studies Show, we have Omari McNeil — Associate Director of Content Partnerships at Canvas Worldwide for Genesis Motors America. Omari works at the intersection of luxury, culture, and multi-platform storytelling — helping shape how Genesis shows up across television, digital, social, and experiential spaces. Working inside luxury advertising, Omari takes us through the ins and outs of that industry and what comes with that responsibility. Summary The video is an episode of the Social Studies Show featuring Omari McNeil, the associate director of content partnerships at Canvas Worldwide for Genesis Motors America. The main topics of the discussion include: Modern Luxury The conversation begins by discussing how modern luxury is defined not just by price or heritage, but by who defines taste and cultural relevance. Omari McNeil shares that modern luxury is less rigid and structured, encompassing more experience, and requires an understanding of intersectional experiences and diversity. He also notes that people are now defining luxury for themselves, leading to more expressions of luxury. Omari McNeil's Career Path McNeil, who is from Chicago, has lived in Seattle and Los Angeles (LA), and worked for various brands. His background includes interests in fashion, entertainment, and pop culture. His career journey involved working in PR, television production, and then digital marketing within the fashion industry. He worked for a company that made custom suits for RuPaul, an experience he described as "awesome" and "full custom". He was laid off during the pandemic but later found his current role in branded and content partnerships, which he sees as an intersection of his previous career paths, utilizing his experience with production and fashion. Partnerships and Collaborations Vogue World London and Winnie Harlow: McNeil discussed working with Vogue World London for Genesis, which involved fashion, art, music, culture, and dance, and highlighted London's artistic history. They chose model Winnie Harlow to globally represent the brand because she is noteworthy, compelling, and pioneering, embodying kindness and empathy. The partnership was seen as a merger indicative of Genesis's pioneering spirit. Sterling Shepard and Julianne Hough: McNeil highlighted the fun of showing different expressions of peace, joy, luxury, and excitement through collaborations. He worked with Sterling Shepard to show his life as a "super dad" who finds time for hobbies like golf. He also worked with Julianne Hough to translate her joyful and effervescent personality into showcasing her as an adventure seeker who enjoys simple moments like dancing in the car. Creative Collaborators: He mentioned working with visual artists Pax and Q, who create visual worlds using motion and FX graphics to make the vehicle appear to be flying. He also mentioned working with illustrator Monica Aanu. Professional Philosophy McNeil emphasizes the importance of keeping the creative process fun, collaborating, and being guided by data and research. He believes in being confident and presenting himself well in professional settings, and attributes his self-confidence to being instilled with it early on. Career Advice McNeil advises younger creatives to "trust the journey" and remain open to possibility. He also suggests trusting one's gut and understanding of self, while knowing that every move is made with thought. Collaboration Preferences McNeil seeks to collaborate with people who are energetic, positive, and team-oriented. He enjoys hearing people's passionate ideas and different points of view. Lessons from Influencers He has taken inspiration from the professional approaches of various celebrities he's worked with, including: Zendaya: Her ability to "turn that energy on" for long days and obligations. RuPaul: RuPaul's clarity of power and purposeful movements, which taught McNeil to operate with clarified statements. H.E.R.: Her kind, approachable, and human energy, even in high-stakes situations.
