Volvo Cars has launched its new small fully electric SUV designed to have the smallest carbon footprint of any Volvo to date. Volvo is indeed betting big on the next small thing being its EX30.
Teaming with agency AKQA and production partner Mill+, Volvo has rolled out this hero film–powered by a “Small is Mighty” philosophy–in which Volvo Cars CEO Jim Rowan introduces the new SUV in a whimsical play on the familiar unboxing trend. A mini, regular and giant Jim Rowan playfully highlights the key features of the EX30 in equally proportioned models of the car.
Joshua Stocker directed the film–titled “The Unboxing”–via Mill+.
Credits
Client Volvo Agency AKQA Group Adam Stark, designer; Fraser Cheetham, creative; Andrew Lopez, art director; Vi Dang, associate designer; Marika Groning, production designer; Simon Magnusson, sr. copywriter; Fernando Lobina, Sam Tablada, Linus Lovbacka, Eduarda Nieto, sr. designers; Doug Higman, sr. motion designer; Sebastian Regfeldt, Jesper Stahl, sr. creatives; Shiko Murai, Anders Wiberg, sr. art directors; David Svedenstrom, Sergio Faria, Laura Hunter, associate creative directors; Ander Hernando, designer director; Oliver Duggan, Pierre Saladin, Jon Ward, John Gibson, Sam Haynes, creative directors; Miles Unwin, group creative director; Laura Visco, chief creative officer; Peter Lund, global chief creative officer; Gil Caldwell-Dunn, strategy director; Miriam Plon Sauer, exec strategy director; Artur Johansson, associate strategy director; Pelle Westerback, John Kershaw, Josh Riordan, sr. producers; Uros Petrevski, user experience director. Interior Design: Nick Rolls, creative director; Sara Mitrova, sr. designer; Ellen Hurst, Niels Hersmann, Clara Janka, Ashley Ward, Alex Geal, designers; Marta Ferreiro, 3D artist; Andrea Fogliani, jr. 3D artist; Ivana Sehic, freelance design director; Marie Magnien, freelance designer. Production Company Mill+ Joshua Stocker, director; Johnny Blick, exec producer; Richard Skinner, head of creative development; Tim Tyrrell, producer; Timothy Green, DP; Vanessa Duquesnay, VFX supervisor; Gilles Balabaud, art director/production designer; Ben Harrex, editor; Katie Dymmock, colorist. Music Composition: Chut! On Vous Ecoute. Arnaud Astruc, Benjamin Fournier-Bidoz, Nicolas Duperron, composers/arrangers. Music Track: “Little Things mean a lot”; Bettye Swann, performer; EMI FEIST CATALOG INC. Sony/ATV’s share of the Composition, original publisher.
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
