VolvoHighway Robbery
An installation that captured energy from passing traffic to charge the Volvo XC90 T8, turning a Southern California road into a demonstration of hybrid ingenuity.
Role: Art Director / Creative
Year: 2016
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To launch Volvo’s XC90 T8 hybrid, we built a road mat that captured energy from passing cars and used it to charge the vehicle. Installed on a busy Southern California road, “Highway Robbery” turned the hybrid’s performance and efficiency into something people could see working in real time.
Credits
Agency: Grey NY
Executive Creative Directors: Nick Pringle, Steve Wakelam
Group Creative Directors: Marco Pupo, Joao Coutinho
Associate Creative Directors: Natalie Rose, Rodrigo Burdman
Senior Writer: Noel Hamilton
Scope
Concept development
Experiential design
Video production
Art direction
Visual design
Content development