Volvo Cars | Exhibition of Space | Delivered while at Digitas, Sweden
The challenge:
The XC40 was Volvo's smallest model. In a market where the XC60 was outselling everything, smaller felt like a liability. The instinctive worry for any buyer was simple: is it big enough? Why not just get the XC60? Showing that the XC40 had more space than people assumed was the easy part. The hard part was making anyone care about a boot space demonstration.
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The thinking:
Groceries fit. Sports bags fit. Everyone knows this. Saying it out loud is forgettable. So we asked a different question. What would make showing off space actually interesting? What would make someone queue up to experience it? The answer was to make the impossible possible. In virtual reality, scale is everything and nothing. You can hold a painting the size of a wall. You can carry a marble bust in one hand. You can pack an entire art exhibition into a car boot and watch it all fit. That was the idea. Not a boot space demonstration. An exhibition of space.
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The idea:
A virtual reality experience built around a portal to an art gallery. Players reached in, selected sculptures, paintings, and oversized artworks, and packed them into a true-to-scale virtual XC40. Visual guidance showed how each piece fit, turning a practical question about dimensions into something playful, memorable, and completely unexpected.
The entire experience was scripted end to end, what people would see, think, feel, and do from the moment they put the headset on to the moment they took it off. That's the part that doesn't show up in the demo reel but makes the difference between something that works and something that just looks good.
The experience ran at car shows and high street locations across cities worldwide. And in retail spaces that could barely fit a single car, the platform allowed Volvo Cars to showcase multiple models simultaneously.
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The result:
Nobody queues for a boot space demonstration.
They queued for this.
Exhibition of Space
The challenge:
The XC40 was Volvo's smallest model. In a market where the XC60 was outselling everything, smaller felt like a liability. The instinctive worry for any buyer was simple: is it big enough? Why not just get the XC60? Showing that the XC40 had more space than people assumed was the easy part. The hard part was making anyone care about a boot space demonstration.
The thinking:
Groceries fit. Sports bags fit. Everyone knows this. Saying it out loud is forgettable. So we asked a different question. What would make showing off space actually interesting? What would make someone queue up to experience it? The answer was to make the impossible possible. In virtual reality, scale is everything and nothing. You can hold a painting the size of a wall. You can carry a marble bust in one hand. You can pack an entire art exhibition into a car boot and watch it all fit. That was the idea. Not a boot space demonstration. An exhibition of space.
The idea:
A virtual reality experience built around a portal to an art gallery. Players reached in, selected sculptures, paintings, and oversized artworks, and packed them into a true-to-scale virtual XC40. Visual guidance showed how each piece fit, turning a practical question about dimensions into something playful, memorable, and completely unexpected.
The entire experience was scripted end to end, what people would see, think, feel, and do from the moment they put the headset on to the moment they took it off. That's the part that doesn't show up in the demo reel but makes the difference between something that works and something that just looks good.
The experience ran at car shows and high street locations across cities worldwide. And in retail spaces that could barely fit a single car, the platform allowed Volvo Cars to showcase multiple models simultaneously.
The result:
Nobody queues for a boot space demonstration.
They queued for this.