A well kept secret.
Volvo Concept Universe is the new concept car produced by Volvo. It has been a well kept secret. Before the 19th of april 03.15 am, CET, not even one picture had leaked out to the press. At this hour the car was revealed in the great car room in Shanghai. Edithouse was hired to produce a number of films for this special occasion.
Meetings with Volvos design team led us into a world of solar systems, light and luxury, a world from which Volvo Concept Universe is sprung. With the help of computer animation we placed the car in a universe of design rather than on actual roads. During two days of shooting inside a studio, we created a world of diamonds, light, ice and structures of cloth. We were inspired to produce a film that represented the philosophy of the car as closely as possible: the universe and it’s origins.
Niclas Bergman, director
”-The feeling of premium that Volvo wanted to communicate with Volvo Concept Universe called for something unusual. To get close to the textures and to illustrate the luxury we placed in front of the camera we decided to work with a high speed camera, phantom, which can expose up to one thousand pictures per second. This creates an extreme slowmotion effect and becomes a study of details. This was time consuming, but it was time well spent. The meeting between design concepts and practical performance have resulted in a film with a personal voice. We are communicating premium in a new universe, the future universe of Volvo.”.
Produced by Edithouse Film Works in april 2011. Commissioned by A+A for Volvo Cars.