I worked on a campaign called “For Life” at AKQA for Volvo. Through the “Safety in Mind” concept, the campaign explored the emotions and feelings of everyday life that impact a driver’s experience on the road. A series of short-form animations visualised this by using thought-provoking headlines combined with gradient backgrounds. These were displayed across digital out-of-home (DOOH) and social media.

I was involved in developing and executing the kinetic typography approach, which paired type with subtly animated blur, scale, and tracking to convey a natural and human feel.

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 be adaptable across multiple touchpoints.