Redefining the importance of safety and emotions for the entire automotive industry, Volvo has developed Safety in Mind — a new vision strategy, as part of the company's global rebranding.

To visualise the impact of our feelings on road scenarios, we created a set of animations depicting the range of sensations that affect drivers on a daily basis.

Based on a selected number of the most identifiable feelings juxtaposed with road situations, our aim was to create a visual interpretation of the emotional impact on driving.

Inspired by the gradient illustration, we imagined that such a pattern could serve as the perfect illustration of a car driving on the road.

Having a tendency to stretch and generate a complex shape in a single sweep, the gradients spread, and take on the form of the unique narratives of the driving experience.

Outlining a new era of future innovation for safety, the Volvo team urges us to expand our perspective beyond just the world around us and delve deeper into the feelings within us.

This campaign reaffirmed the brand's commitment to safety and brought new meanings to this concept for the entire automotive industry.

Presented as outdoor advertising located along major motorways, the campaign has prompted drivers to be more attentive to their emotional well-being.

The uniqueness of the message has created a whole new narrative that forces us to pay attention to the emotions that often determine our mental well-being and driving safety.