It’s not every day that Volvo release a new car. It’s clearly an event when it happens. Therefore, we were especially pleased when we were asked to produce the first movie about the new V40.
The film’s purpose was to present the car visually as an introduction when it’s unveiled to the public for the first time in Geneva 2012. Reveal films is a genre in itself. It’s about evoking as much interest as possible. You want to highlight some angles and features that the maker is particularly proud of. The car has to be shown in it’s best light.
Since the car for reasons of confidentiality must not be driven outside prior to the unveiling, the filming takes place in a studio environment. In these circumstances you’re usually limited to a stationary car in a room. The Challenge therefore lies in making something small and confined look bigger. It’s very much about style, lighting and editing. It’s movie magic.
Volvo V40 was produced by Edithouse Film Works in February 2012 on behalf of A + A.