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 regularly.

I was responsible for animating the typography from development to production. My idea for the animation used blur and subtle moves to convey a natural and human feel, which would also complement the background.

Earlier in the project, I explored different treatments for type animation. Initially, this was more bespoke, with blur decreasing in intensity to reveal the type from various areas. In the end, the direction for the final animations shifted to a simpler and flexible approach that would work across various touchpoints.