We were tasked to introduce Volvo’s most advanced SUV yet. A forward-facing product, the start of a new era for the company in a fully electric future. Communicated to us as their most important launch to date, the films had to land the notion that Volvo EX90 is here to help; designed to enhance and improve your driving experience.

We created a distinctive, calming and own-able gradient world for the car to inhabit. Positioning the product in a boosted reality that instantly radiated positivity and hope. Paired with a mix of directive and natural lighting and a subtle and steady motion language of slow pans, tracking, zooms and a wide selection of angles to introduce a consistent and own-able cadence to the whole campaign.

The key objective for the launch was to position Volvo as a challenger by redefining its leadership position on safety through the EX90's technological innovations.

Introducing Volvo's most advanced SUV yet – the all-electric Volvo EX90.

A forward-facing product, representing the start of a new era for the company in a fully electric future. Our creative approach was to articulate the balance of elegance and elation. Introducing the car slowly but surely, revealing its extraordinary design and innovative technology along the way. Pairing a clean, unique and distinguishable gradient world with a mix of directive and natural lighting. Showcasing the plush, luxurious interior textures in tandem with the iconic and timeless exterior of the vehicle.

The approach marked Volvo Cars’ most impactful launch to date. As a shift towards a focus on technology, the launch was extensively covered in high-reach tech media such as The Verge and CNET.com with tech media making up 15% of the total press coverage.

Within 7 days post-launch, the new EX90 was the most visible model in traditional media. 2.3K articles were published with a potential reach of 443 million within 5 days of the event, plus 837M reach in traditional media in the first 3 weeks (1.4B gross reach in total).

The launch received the attention of end-consumers:

4.4M people tuned in to the live stream

6000 public visitors to the event space

In the end, this resulted in pre-orders exceeding expectations globally by 10x. The share price increased by more than 10 points for the period, pre-launch and the first few days post-launch.