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Experiential Film

Volvo Cars

Highway Robbery

The launch wasn't a commercial. It was a road that stole power from the cars driving over it.

Volvo Highway Robbery animated motion-title study.
Motion-title study for Volvo Highway Robbery.

Selected work

10 assets
The Highway Robbery team building the kinetic road mat.
Building the energy-generating road mat.
A Volvo XC90 T8 beside the road mat that charges it from passing traffic.
The XC90 T8, charged by passing traffic.
The full case-study film for the energy-generating road installation.
The energy-generating installation in action.
A collection of press coverage for Volvo Highway Robbery.
Highway Robbery in the press.
Volvo XC90 displayed beside the Highway Robbery kinetic charging installation as cars pass on a California highway.
The Highway Robbery installation in California.
Press coverage of Volvo Highway Robbery from Adweek, AgencySpy, Ad Age, The Verge, Jalopnik, and The Inspiration.
Campaign press coverage.
Animated geometric motion study created for the Volvo Highway Robbery project.
Animated motion study.

Project Overview

Volvo's XC90 T8 hybrid was entering a luxury SUV category dominated by German horsepower. The brand's claim — performance with a conscience — needed proof people could see.

So instead of an ad, we built a technology: a road-mat that captured energy from passing traffic and used it to charge the Volvo. We installed it on a busy Southern California road and let it do the arguing.

The activation demonstrated the T8's approach to power and started a conversation about the future of driving, positioning Volvo as a brand that treats high performance and environmental responsibility as the same idea rather than a trade-off.

Client
Volvo Cars
Year
2016
Role
Art Director / Creative

Agency / Studio

Grey New York

Team

  • Nick Pringle
  • Steve Wakelam
  • Marco Pupo
  • Joao Coutinho
  • Natalie Rose
  • Rodrigo Burdman
  • Noel Hamilton