VOLVO
PROJECT V536
CLIENT: META / VOLVO
CREATIVE DIRECTION, DESIGN LEADERSHIP, DESIGN DIRECTION, DESIGN STRATEGY, MOTION DESIGN, STORYTELLING
CREATIVE DIRECTION, DESIGN LEADERSHIP, DESIGN DIRECTION, DESIGN STRATEGY, MOTION DESIGN, STORYTELLING
PROJECT BRIEF
As the creative design lead, I led a groundbreaking project collaboration with Volvo’s Innovation Labs, Meta's executive leadership, and strategists. We developed a comprehensive 360-campaign for Volvo's new V536 rechargeable prototype vehicle, drawing inspiration from the "butterfly effect" and integrating mobility technology across the AR, VR, and digital collectibles landscape.
Working closely with Meta's design team, we crafted a unique, nature-inspired butterfly design for the V536's immersive digital launch, in line with Volvo's luxury aesthetic and human-centric philosophy. The campaign was unveiled through a phased digital rollout, featuring an art installation of hundreds of interactive butterflies. These were accessible through a specialized AR app created with the Meta Spark team, enabling direct user interaction and deeper insights into the LiDAR technology and the V536 prototype.
In partnership with Meta's sales team, we pursued a multi-tiered strategy to boost media investments via an exclusive Butterfly digital collectible. This approach focused on enhancing brand engagement, conversion rates, and cross-channel marketing, designed to track vehicle reservations beyond the campaign and vehicle lifespan. The campaign's NFTs, minted on an eco-friendly blockchain, emphasized Volvo's dedication to sustainability, conservation efforts and underlining their commitment to reducing carbon emissions and climate neutrality.
This project serves as a benchmark for innovative sales and digital marketing strategies, merging art, LiDAR technology, and automotive unveiling. It represents a significant shift in the automotive industry, opening up new paths and opportunities.
Working closely with Meta's design team, we crafted a unique, nature-inspired butterfly design for the V536's immersive digital launch, in line with Volvo's luxury aesthetic and human-centric philosophy. The campaign was unveiled through a phased digital rollout, featuring an art installation of hundreds of interactive butterflies. These were accessible through a specialized AR app created with the Meta Spark team, enabling direct user interaction and deeper insights into the LiDAR technology and the V536 prototype.
In partnership with Meta's sales team, we pursued a multi-tiered strategy to boost media investments via an exclusive Butterfly digital collectible. This approach focused on enhancing brand engagement, conversion rates, and cross-channel marketing, designed to track vehicle reservations beyond the campaign and vehicle lifespan. The campaign's NFTs, minted on an eco-friendly blockchain, emphasized Volvo's dedication to sustainability, conservation efforts and underlining their commitment to reducing carbon emissions and climate neutrality.
This project serves as a benchmark for innovative sales and digital marketing strategies, merging art, LiDAR technology, and automotive unveiling. It represents a significant shift in the automotive industry, opening up new paths and opportunities.
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CREDITS
Meta Creative Shop Strategy Team: Glenn Davis, Rick Dennis and Antonio Marcato
Creative Shop Autos MV2 Director: Tom Gilmartin
Meta VP Global Head of Creative Shop: Nicola Bell
Lead Designer: Chris Kennedy
Producer: Annie Porter
Client Partner Manager: Jennifer Okafor
Senior Design Manager: Lorena Ospina
Creative Design Lead: Carlo A. Flores
Model: Maricela Margaret Waliany
CREDITS
Meta Creative Shop Strategy Team: Glenn Davis, Rick Dennis and Antonio Marcato
Creative Shop Autos MV2 Director: Tom Gilmartin
Meta VP Global Head of Creative Shop: Nicola Bell
Lead Designer: Chris Kennedy
Producer: Annie Porter
Client Partner Manager: Jennifer Okafor
Senior Design Manager: Lorena Ospina
Creative Design Lead: Carlo A. Flores
Model: Maricela Margaret Waliany