Role: Creative direction, direction, activation strategy, content development, vfx supervision, post supervision.
The average commute is 26 minutes. For Volvo’s autonomous-driving concept, the C26, a film and mini documentary were created that would inspire and entertain through the reveal of the C26’s innovative AD system. A human story needed to be told, one that showcases the C26’s features into a relatable human experience, proving that Volvo’s technologies are designed around people and not just for technology’s sake.
What started out as a press release reveal anthem film turned also into a mini documentary and a collaboration with Volvo on their press release event creative strategy.
When working as it should (As Arthur Clarke puts it: Advanced enough technology “is indistinguishable from magic”), technology becomes transparent and only the tangible human effect remains. In our case, the struggle with technology is non-existent and it simply leaves the result, the achievement: time gained and its effect on the human - a better life.
Volvo Concept 26 – CNET L.A. Auto Show Press Video
CNET picked up the story at the LA Auto Show with their editorial piece currently at over 15 million views.
We were given a chair and plastic steering wheel to tell the story of the new Concept 26 semi-autonomous vehicle. Our challenge was to shoot live-action talent and real-world plates with only these physical elements. The rest of the automobile was built in CG and composited into the live action plates.