ARCHIVEGenesis GV60 Lights Up the EV World With a Laser Forest
Genesis launched the GV60 in the United Kingdom in June 2022 with a film-led campaign titled "GV60: A new light in the EV world," created by INNOCEAN Worldwide Europe GmbH, in which the all-electric vehicle powers a large-scale laser light installation built by British multimedia artist Jason Bruges inside a Portuguese forest, positioning the brand's electric debut as an experiential and artistic statement rather than a conventional automotive product launch.
The campaign marks a significant moment for Genesis Motors Europe. The South Korean premium car brand entered the European market in 2021, and the GV60 represents its first purpose-built all-electric vehicle. Rather than defaulting to the performance specifications and range anxiety rebuttals that dominate category communication, Genesis and INNOCEAN Berlin chose to anchor the GV60's launch in a question: when was the last time you saw the world in a new light? That question becomes the organising idea for everything that follows, from the choice of artist to the selection of a forest setting to the original music composed for the film.
Dominic Chambers, Head of Marketing and Communications at Genesis Motor Europe, articulated the brief precisely: "We aimed to create a campaign that not only marked our entry into the electric market, but also highlighted the brand's values. Respecting people's time is an essential part of the Genesis brand. In this campaign, we celebrate how people chose to spend it with an art and light installation, all powered by the GV60 itself." The campaign therefore serves a dual function in the United Kingdom market — it introduces a new all-electric product to an audience with genuine appetite for premium EVs, while simultaneously establishing Genesis as a brand defined by craft, restraint and the considered use of time.
ARCHIVEGenesis Motors Europe entered a United Kingdom automotive landscape that was shifting rapidly toward electrification in 2022. Electric vehicles represented a growing share of new car registrations across the UK market, with consumer interest in battery electric vehicles accelerating as both government policy and charging infrastructure matured, according to reporting by Auto Express and Car Dealer Magazine. Into this environment, Genesis introduced the GV60 not as a specification-led contender but as an expression of premium values — a strategic choice that separates the brand from the volume-first approaches of established rivals.
The competitive context in the United Kingdom's premium EV segment is formidable. Tesla operates as the segment's defining reference point, having sold more than 1.3 million battery electric vehicles worldwide in 2022, a year-on-year increase of more than forty percent, according to Forbes. Mercedes-Benz held a substantial share of the European EV market in the third quarter of 2022, according to Counterpoint Research, bringing the weight of a legacy luxury nameplate to the electric transition. Genesis, by contrast, arrives without that heritage in the European market and must construct brand equity from a standing start. The decision to lead with an art and light installation rather than a track test or a range claim is therefore a considered strategic move: it sidesteps the specification arms race and instead claims the territory of cultural intelligence and premium experience.
The campaign's strategic spine connects directly to Genesis Motors Europe's broader brand platform, which INNOCEAN established across Europe from 2021 onward with a focus on premium design, experiential storytelling and the idea of time well spent, according to Innocean Eu. The GV60 work extends that platform into electric mobility without abandoning its emotional core. In the United Kingdom specifically, where premium car buyers are increasingly evaluating brands on values alignment as much as product capability, the decision to lead with an artist collaboration and a bespoke light installation speaks directly to the sensibilities of the target audience. Genesis reported a year-on-year delivery increase of five hundred and sixty-three percent across Europe in 2022 compared with 2021, according to Genesis News Europe — a figure that reflects the brand's rapid expansion from a near-zero European base rather than a mature market share movement, but that nonetheless signals genuine commercial momentum behind the brand's European and UK ambitions.
The film sits at the centre of the GV60 campaign. Director Salomon Ligthelm brings a documentary sensibility and a precise visual language to the work, allowing the installation process and the Portuguese forest landscape to breathe rather than forcing them into a conventional automotive narrative structure. The choice of a real location, a real artist and a genuinely functional creative brief — use the GV60's electric power to power the installation — gives the film an authenticity that distinguishes it from the staged drama of much category advertising.
Jason Bruges is the campaign's human protagonist and its creative collaborator. The British multimedia artist and technologist is known internationally for work that interrogates the relationship between technology, space and human perception, and his presence lends the campaign intellectual credibility as well as visual spectacle. Bruges describes his process with characteristic precision: "I always strive to create a connection between the object and its setting. With the GV60, I didn't have to look very far for something that triggered the process. The car's design and power lines are really noticeable and distinct, so I aimed to create something visually stunning to match this new, remarkable EV. The laser installation itself was inspired by the geometric shape of the car's unique crystal sphere." That crystal sphere reference is not incidental — it ties the physical installation directly to the GV60's product design, creating a visual argument for the vehicle that operates through association and aesthetic logic rather than through claim.
The installation itself is a twelve-metre-wide dome-shaped structure composed of multiple laser beams stretched across the forest. It is powered entirely by the GV60, making the vehicle's electric capability a demonstrated fact within the film rather than an asserted one. The original score by composer Emmit Fenn underscores the serene and contemplative register of the piece, resisting the kinetic energy typical of automotive advertising and instead placing the viewer in the meditative space that the Genesis brand platform has consistently sought to occupy. The combination of Ligthelm's direction, Bruges's installation and Fenn's music produces a campaign film that functions as much as short-form documentary art as it does as advertising.
No verified campaign-attributed performance data for "GV60: A new light in the EV world" is publicly available. No independently confirmed sales lift, brand-tracking movement, market-share change, or media-efficiency metric has been attributed to this specific campaign. The campaign received no documented recognition at Cannes Lions, D&AD, The One Show, Clio Awards, Effie Awards, Webby Awards, or WARC Awards. The GV60 product itself received a 2022 Red Dot Product Design Award, according to prnewswire.com, though this honour relates to vehicle design rather than the advertising campaign.
Structural analysis of the campaign's effectiveness potential offers meaningful insight in the absence of disclosed metrics. The decision to build the campaign around a functional demonstration — the GV60 physically powering the laser installation — creates a credibility mechanism that pure brand film cannot replicate. In a United Kingdom premium EV market where consideration is still being built by relatively new entrants, demonstrated capability carries more persuasive weight than stated range figures. The artistic framing simultaneously targets the values-driven premium buyer who finds conventional automotive advertising alienating, a segment that Genesis Motors Europe explicitly needs to reach as it builds its UK customer base from a modest starting point.
Genesis Motors Europe's broader 2022 performance in Europe — a delivery increase of five hundred and sixty-three percent year on year, according to Genesis News Europe — provides the business context into which this campaign launched, though attributing that growth to any single piece of communication would be methodologically unsound. Clapboard scores the campaign 69 out of 100, reflecting strong creative distinction and strategic coherence offset by the absence of verifiable effectiveness data and the inherent difficulty of measuring brand-building activity at the early stage of a European market entry.
Genesis Motors Europe launched the GV60 in the United Kingdom in June 2022 with a film-led campaign created by INNOCEAN Worldwide Europe GmbH. The campaign centres on a twelve-metre laser light installation built by British artist Jason Bruges and powered entirely by the all-electric GV60, positioning the brand's electric debut as a cultural and artistic statement.
Salomon Ligthelm directed the GV60 campaign film. Ligthelm brought a documentary sensibility to the work, filming British multimedia artist Jason Bruges constructing and activating a dome-shaped laser installation in a Portuguese forest, with the GV60 supplying the electric power for the entire installation throughout the production.
Jason Bruges is a British multimedia artist and technologist known for work exploring the relationship between technology, space and human perception. Genesis and INNOCEAN Berlin selected him because his practice aligned with the GV60's design language, specifically the car's Crystal Sphere feature, which directly inspired the geometry of his laser installation.
Genesis Motors Europe needed to establish brand equity in the United Kingdom from a standing start, having entered the European market only in 2021. The light installation approach sidestepped the specification comparisons that dominate premium EV advertising, instead claiming the territory of cultural intelligence and premium experience to reach values-driven UK car buyers.
No verified awards for "GV60: A new light in the EV world" have been documented at Cannes Lions, D&AD, The One Show, Clio Awards, Effie Awards, Webby Awards, or WARC Awards. The GV60 vehicle itself received a 2022 Red Dot Product Design Award, according to prnewswire.com, though that recognition applies to product design rather than the campaign.
Clapboard scores the Genesis GV60 "A new light in the EV world" campaign 69 out of 100. The score reflects strong creative distinction and strategic coherence in positioning Genesis Motors Europe's electric debut in the United Kingdom, offset by the absence of publicly verified campaign-attributed effectiveness metrics or industry award recognition.
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