At the Geneva International Motor Show, the CEO of Volvo Cars, Stephen Odell declared on the press conference the following things about the all new Volvo S60:
“- The most dynamic Volvo ever”
“- Without compromises”
“- Every single detail is in total harmony”
Edithouse was asked to create all the films on display before, during and after the reveal of the car and the following press conference. Together with Michael Matson at A+A, Edithouse came up with the concept of Genesis.
“We drew a parallel with genesis and how the new Volvo S60 evolved from nothing to end up being one of the most advanced, fun to drive and safe Volvo ever created.” says Niclas Bergman, project director. We spent 2 days on set taking all the angles and shots we needed according to the storyboard.
The big difference on this project was that we had intentionally made room in the schedule for improvisation. Trying new, more aggressive angles, playing with lenses and light. Almost everything we did during this exercise ended up in the final film.
Besides the main screen that measured approximately 10*5 meters we also delivered material to 6 smaller screens that matched the main screen.
The concept of Genesis was produced by Edithouse Film Works in February 2010 commissioned by A+A.
See the movie!