Volvo | XC90 & EX90
Product Launch Film

How do you visualize safety? Together with AKQA, we envisioned a motion language for the technology and features that keep you safe in Volvo's newest SUVs.
Since its inception, Volvo's guiding principle has always revolved around safety—for both its drivers and the world around them.
Our design approach was focused on people as much as it was on the vehicles. With a warm colour palette, soft lighting, and translucent materials, we humanized Volvo's innovative tech to communicate connectivity, awareness, and transparency.



The EX90 is the first of Volvo's next gen electric cars to make LIDAR and an AI-powered computer system standard. We created a point cloud system meant to feel like a warm light to accurately demonstrate how the interior and exterior sensors work without feeling overly technical.













With this launch, Volvo announced that all of its future electric cars will be based on the same fundamental framework called the Superset tech stack: a modular platform with configurable components and systems to ensure their cars get better the more you drive them through real-time insight and advanced compute capabilities.
For the technology vignette, we visualized the new hardware and software as building blocks that connect to data centres as part of Volvo's closed-loop development process.



















Modular storytelling
We delivered fourteen feature vignettes that can be sequenced together modularly to tell broader stories of AI, data, connectivity, and innovation—much like Volvo's new tech stack.





















Live from Gothenburg
The new flagships were revealed during Volvo's 90/90 day, a livestreamed celebration of the new XC90 and EX90 with our safety vignettes announced by Volvo's Chief Engineering and Technology Officer, Anders Bell.









Client
VolvoAgency
AKQA
Agency Creative Directors
Jon Ward, Axel Nygårds
Agency Producers
Vedrana Plestic
Creative Directors
Patrick Coffey, Alexandre Torres
Director
Alexandre Veaux
Art Director
Maxime Roz
Executive Producer
Mary Anne Ledesma
Producers
Charis Mound, Jelena Sibalija
Coordinator
Tyler Wong
Design
Ariel Lu, Alex Levinton, SuperDesigners, Philipp Pavlov, General Definition (Charles Trippe, Aaron Covrett, Andrew Prousalis), Yeseong Kim, Aleks Liubas, Paulo Schmidt, Arnis Vitols
3D Animation
Alex Levinton, SuperDesigners, Philipp Pavlov, General Definition (Charles Trippe, Aaron Covrett, Andrew Prousalis), Tyrel Scott, Will Sharkey
Light and Render
Brad Husband, General Definition (Charles Trippe, Aaron Covrett, Andrew Prousalis)
Compositors
Andre Chaves, Corey Larson, Astrid Cardenas, Irmak Semiz
Sound
Circonflex
