Media.Work Brings to Life the Sensations That Affect Drivers on a Daily Basis for Volvo

Media.Work studio, together with AKQA, has revealed the new global Volvo vision strategy - Safety In Mind

Redefning the importance of safety and emotions for the entire automotive industry, Volvo created the new vision strategy, as a part of the company’s global rebranding. 

To capture the impact of our feelings on road scenarios, Media.Work collaborated with AKQA to create a set of animations depicting the range of sensations that affect drivers on a daily basis. 

'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.

Based on a selected number of the most identifable feelings juxtaposed with road situations, Media.Work aimed to create a visual interpretation of the emotional impact during the driving. 

Inspired by the gradient illustration, the Media.Work team 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.