Design Movies are a well proven genre. In search of a new angle, we spotted a typical cliché in these films. The designer often is portrayed in an exclusive way. The Profession's constitutions, beyond artistic sketches on paper, remains a mystery. We therefore decided to try and clarify the role of the designer, or at least show that there is a human being and a real job behind the upscale facade. We selected narrative techniques that would establish a more reality-based tone. Three main designers were talking about the trucks' design philosophy. A product designer told about every trucks new features and also was filmed during field studies in environments where the trucks operate.
Produced by Edithouse Film Works in april 2013. Commissioned by A+A for Volvo Trucks.