The safest car in Volvo’s history, the company’s biggest launch and a new era for electric transportation. The launch of the Volvo EX90 included design, story, and architecture.

Phase: Tease

To tease and build anticipation around the launch of the Volvo EX90, a series of in-camera photographic techniques were developed to abstract the car from full view. Scandinavian winter light and a new dawn for Volvo inspired the colour palette and lighting. Photographs in collaboration with Marvin Leuvrey.

Phase: Launch event

In the darkness of Sweden's winter, we rose a monument of light with the new Volvo as its beating heart. A physical shield of safety powered by the same LiDAR technology found in the car demonstrated the car's ability to sense its surroundings in real time. Welcoming visitors with glowing light, grew stronger as they moved closer to the car.

Inside, the structure would host a live-streamed launch event, a series of interactive installations illustrating key features and open days allowing the public to meet the Volvo EX90.

The structure was designed in close collaboration with Universal Design Studio.

I led the creative direction for a series of feature-focused animations and infographic sequences, developed in collaboration with ManvsMachine, to visualise key features and unpack the innovations of the EX90 showcased during the event.

Following the event, a communications campaign introduced the EX90 to a global audience. It started with the car personally introducing itself through its charming welcome sequence with two winking headlights, before a series of visually arresting films followed, where the new flagship SUV presented its key features.

Set to a re-recording of the song ‘New World Coming’ – originally released in 1970 and now performed by Gothenburg native Augustine – the campaign spoke about a new era for Volvo Cars, and a new era for safety, through the release of the EX90.