Stepping into the world of safe driving
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 collaborated with AKQA to create a set of animations depicting the range of sensations that affect drivers on a daily basis.
Concept
Being a pioneer in the realm of automotive safety, Volvo steadfastly forges ahead, supported by the cutting-edge technologies and breakthrough advancements.
However, to truly ensure a car's safety, Volvo takes a step beyond and scrutinizes the emotional state of the driver.
"Does how you feel affect how you drive" — is one of the main headlines of the campaign, inviting people into conversation about the connection of feelings and driving.
Outlining a new era of future innovation for safety, the Volvo team urges us to expand our perspective beyond just the world around and delve deeper into the feelings within us.
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 the driving.
Realisation
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.
Credits
Client:
Volvo
Agency:
AKQA
Design Director:
Ander Hernando
Associate Creative Director:
Laura Hunter
Associate Programme Director:
Fredrik Stahre
Project Managment:
Alison Griffiths
Created by:
Media.Work
Creative Direction:
Igor Sordokhonov
Art Direction:
Dmitry Ponomarev
Design, Animation:
Sergey Shurupov, Daniil Makhin, Kirill Makhin, Denis Semenov, Artur Gadzhiev, Aleksei Komarov
Text:
Alexandra Kotova
Year:
2022
