2025.04.15 GENESIS
Chasing the Northern Lights with Genesis GV60
Genesis recently released a short documentary titled , capturing the essence of an aurora expedition. We sat down with the Genesis Communication Team—the creative minds behind the project—to explore the story behind the journey.
Genesis has unveiled a redesigned GV60, its luxury compact electric SUV. As an ‘Iconic Luxury’ model, GV60 features a bold, futuristic aesthetic rooted in Genesis’ ‘Athletic Elegance’ design philosophy, while its interior embodies the ‘Beauty of White Space,’ offering a minimalist and refined environment. With powerful, graceful performance and an array of intuitive features designed to stir the senses, the updated GV60 delivers a more elevated and emotionally engaging driving experience.
The newly introduced ‘Tromsø Green’ color on the updated GV60 further accentuates its refined appeal. Inspired by the aurora-lit skies of Norway’s Tromsø and the Arctic, the hue creates a dazzling, mystical impression when illuminated—elevating the GV60’s sense of iconic luxury. The aurora, reimagined on four wheels.
As part of the launch, Genesis released a short documentary titled <In Pursuit of Northern Lights> on YouTube. The film follows renowned aurora hunter and photographer Virgil Reglioni as he journeys through the Arctic in a GV60 finished in Tromsø Green, in pursuit of the perfect northern lights shot. We sat down with the Genesis Communication Team to explore how the project came to life.
Pursuit of Light
The film opens with sweeping shots of Norway’s untamed beauty, as Virgil Reglioni embarks on his journey. “Chasing the northern lights isn’t all magic,” he says. “It takes effort and patience. You never know what will happen—or what might go wrong. The risk? It’s all part of the story.” And so, the pursuit begins.
Explaining the inspiration behind the documentary, Sungjun Ye, Senior Manager of the Genesis Communication Team, said, “The exterior color ‘Tromsø Green’ served as our creative starting point, inspiring us to center the campaign around the aurora.” He continued, “We chose the documentary format to best express the GV60’s iconic and luxurious identity. By capturing Norway’s majestic natural landscapes and incorporating the voice of an actual aurora hunter, we ad-ded a layer of authenticity to the project. Through this, we aimed to convey Genesis’ bold vision for the future.”
Over the past nine years, Virgil Reglioni has captured countless auroras through his lens. “To capture something truly epic, I have to go where few dare. But that's the cost of capturing something no one else ever will,” he reflects. With the GV60 as his companion, he ventures farther and deeper in pursuit of the perfect moment—a journey that mirrors the bold spirit of the Genesis brand.
“Virgil Reglioni, named the 2023 Northern Lights Photographer of the Year, is more than just a photographer—he is a true hunter of light. Rather than merely capturing what appears, he relentlessly chases the most majestic moments at their peak. For this project, he was deeply involved from the start—proactively suggesting locations and techniques, and bringing unmatched passion to the set to ensure every shot was extraordinary,” explained Chearyung Seo, Manager of the Genesis Communications Team.
Capturing the perfect aurora is anything but easy. Reglioni set out on a long and demanding journey in the GV60, facing extreme cold, fierce winds, and blinding snowstorms. Yet, driven by a singular purpose—to capture the ultimate aurora—he pushed forward. Even through the screen, his unwavering spirit is unmistakable.
“There are many aurora hunters out there, but what made Reglioni stand out was his exceptional authenticity and deep passion,” said Sungjun Ye, Senior Manager. He continued, “The GV60 is the most dynamic model in the Genesis lineup, particularly in terms of driving performance. We wanted to show how both people and machines can rise to the challenge and overcome even the harshest conditions.”
GV60: Aurora Hunter’s Perfect Ally
Against fierce winds and blizzards, the GV60 proved a steadfast companion to Reglioni—powering through snowy roads with ease and offering a warm, restful haven where he could relax in -20°C temperatures while waiting for the perfect shot. He made use of the GV60’s Relaxation Comfort Seat to rest, and relied on its V2L function to charge his camera and heat water. With the GV60 by his side, Reglioni ventured deeper into the Arctic in pursuit of the perfect northern light.
“Most aurora hunters tend to prefer internal combustion vehicles, given the long hours they spend outdoors. That insight inspired us to craft a narrative around driving an EV. Throughout the shoot, Virgil Reglioni essentially lived out of the GV60—and he was full of praise for it. He especially noted that, even on Norway’s rugged roads, the GV60 greatly reduced driver fatigue,” explained Chearyung Seo, Manager.
She ad-ded, “Initially, he had concerns about whether an EV could withstand such extreme cold. But the GV60 delivered ample range and confidently powered through snow-covered roads, even when lane markings had vanished. It became a beautiful story of an explorer and a vehicle moving as one—companions relying on each other throughout the journey.”
At long last, all the right conditions aligned. The sky was clear, and the KP index—a measure of solar activity—had peaked at just the right level. With the GV60 by his side, Reglioni set off toward the moment he had so patiently awaited. And then it happened—the aurora danced across the sky, unveiling a breathtaking scene that words could scarcely capture. It was nature’s reward for those who wait with patience. “That moment,” said Chearyung Seo, “was the result of Virgil’s unwavering determination and passion.”
“There had been auroral activity throughout the shoot, but never strong enough for the perfect shot. As we approached the final day, Virgil sensed something was about to happen. Despite being well past our scheduled time, we kept only the essential crew on site, prioritizing safety and rest. That decision led us to capture one of the most breathtaking aurora scenes of the journey. It became the project’s most powerful moment—made possible by true passion and persistence.”
The documentary concludes with the message: “We explored far and wide to capture this moment. Genesis will continue to chase wonder. Take Your Wonder Further.” Senior Manager Sungjun Ye shared his thoughts on the meaning behind this closing statement.
"By showcasing the challenges of extreme cold and the relentless pursuit of the elusive northern lights, we set out to show that Genesis is a brand that never stands still. We hope viewers feel our passion for innovation—and take in the documentary’s breathtaking visuals."
Genesis Moves the Soul
The name Genesis embodies the spirit of aspiration, new beginnings, and meaningful transformation. With a vision to craft the finest vehicles for discerning individuals, Genesis aims not only to elevate the driving experience but also to inspire positive change in everyday life. This commitment drives the brand to boldly chart new paths, always with thoughtful intention. <In Pursuit of Northern Lights> exemplifies this philosophy—showcasing the Genesis way of pursuing beauty with purpose. The Communication Team behind the film takes great pride in bringing that vision to life.
“Above all, I feel proud and fulfilled that we were able to capture the aurora and return with such breathtaking imagery,” said Manager Chearyung Seo. “There was also a deep sense of pride in knowing that the journey itself became part of the story we set out to share through our campaign and brand.”
In the words of Senior Manager Sungjun Ye, “Genesis does not follow convention—it quietly forges its own path and tells its own story. The brand must embody a spirit that is both visionary and refined, while also stirring emotion. We will continue to push creative boundaries to craft powerful imagery and narratives that elevate the Genesis experience.” True to his words, Genesis remains committed to pursuing journeys that inspire and resonate on a deeper level.
Photography by Hyuksoo Cho
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