At AKQA, I worked on a brand campaign for Volvo called “For Life”, which aimed at redefining Volvo’s brand by ushering in a new era of safety for driving. Through the “Safety in Mind” concept, the campaign explores the emotions and feelings of everyday life that impact a driver’s experience on the road. The campaign was brought to life through a series of animations shown across social media and out of home. These animations featured thought-provoking headlines combined with gradient backgrounds, which represented various emotions that affect drivers on a regular basis.

I was responsible for animating the typography from development to production. My idea for the animation of the typography used soft blur and subtle moves to convey a natural feel, which would also complement the background. This approach made the typography expressive and alive.

Earlier in the project, I explored different treatments for typography animation. Initially, this was more bespoke, with increased blur revealing the type from various areas. In the end, the direction shifted to a simpler and flexible system, that would be better suited for a range of formats, as seen in the final versions above.