Images of the entirely reinvented Volvo S60 need to remain secret until its launch, so we came up with an abstract way to provide the public with a vision of the car. Esref Armagnan, a Turkish painter who was born blind, taught himself to draw in perspective. We invited him to experience the S60 by touch and then recreate what he felt on canvas. Over seven days, he reproduces his interpretation of the S60 to show the public what they cannot see. A five-minute documentary narrates this fascinating creative journey at the Volvo Design Centre in Gothenburg.The documentary is shared with the public in two parts. First, a trailer is seeded on blogs and posted on the Volvo Facebook fanpage as well as on YouTube, ideally building momentum and curiosity about the project while expanding the Volvo Facebook fan base. Later, the full documentary is released and an update is seeded on blogs, Facebook, and YouTube. Volvo Facebook fans are notified and participate to spread the trailer virally. Finally, the S60 documentary is placed on the Volvo website to encourage visits and sales leads. Volvo had sold Esref’s painting of the S60 on eBay with proceeds benefiting the World Blind Union.