Before the launch of the new S60 model, Volvo wanted to create buzz around the car without showing it to the public yet. What if we showed the car to a single person – who could not see the car either, but would be able to visualize it and share his view with the public?
We contacted Esref Armagan, a Turkish artist who was born blind but taught himself to draw and paint in perspective. He was flown to the secretive Volvo Headquarters in Gothenburg to feel the car with his hands and make a painting of it.
Volvo fans on Facebook could request Esref to make drawings of specific car parts, resulting in 7 videos of him drawing them. Esref’s painting would be sold on eBay with proceeds going to the World Blind Union.
A short trailer attracted thousands of viewers and new fans to the Volvo Fan Page on Facebook, discussions were started and the interest only grew when the final documentary was published online.
Art Direction: Marco Antonio Morales Pickering
Production: Nicole Siers
Video: Great Guns