Geneviève’s automotive love started at the age of 11 when she learned to drive her grandparents’ Fiat 126 and to ride on her grandmother’s motorcycle, a 1960 Moto Guzzi 235 GT Lodola, this sparked her interest in fast cars and the road less traveled. She began her career as an art director for agencies in London, Paris, and Berlin, and she also worked for PUMA Football before moving into directing.

Geneviève was born in Montréal and moved to Europe with her family before attending London Metropolitan University to study film. She has a strong connection to the mountains and the desert, and when not directing, she has ridden her motorcycle across Tibet and her gravel bike from Dakar to Casablanca.