Prior to joining Zoic, Genicoff was a freelance producer,
working in New York and Los Angeles for editorial companies such as Blue Rock,
Consulate and Spotwelders. She was executive producer at King Cut from
1999-2003, where she worked with numerous ad agencies. One of her first
projects at King Cut was Mercedes' They Invented, which helped put both her and the company in the spotlight. Zoic
marks her return to visual effects.