Volvo | XC90 & EX90

Product Launch Film

Volvo | XC90 & EX90

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.

Humanizing technology

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.

Intelligence with warmth

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.

Building blocks

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
    Volvo

     

    Agency

    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

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