Polestar faced a challenge: present a familiar automotive concept in a fresh way. Art Director Martin Victorin recalls the idea from Head of Brand Pär Heyden to use a large piece of fabric torn off the Polestar 4 at speed.
But with the car already revealed at Auto Shanghai 2023, the team needed something more than a typical car show-style presentation. They wanted to signal that the much-anticipated electric SUV coupé was hitting real roads, not just sitting on a stage.
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Inspired by the brand’s cosmic name, the team proposed an unconventional idea: what if the Polestar 4 arrived from space? This setup allowed for a dramatic visual with a clear purpose for the fabric.
The desert became the perfect backdrop, with its connection to UFO lore and stark, alien-like landscape. Swedish-American musician Rhys Clarstedt added a voiceover, giving the visual concept extra depth.
Shooting in the desert posed its own challenges, particularly with weather and managing a massive parachute. But the wind turned into an asset, helping create iconic shots of the fabric clinging to the car.
The production was full of experimentation, with video editor Julia Freiman using multiple cameras to capture diverse footage. In the end, the team’s vision of showcasing speed in a unique, non-traditional way resulted in something truly otherworldly.
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