With the rise of autonomous driving, safety is once again one of the hottest topics in the automotive world. In 2008, Volvo launched its first City Safety system, that can assist the driver and break automatically. The New Volvo XC60 is equipped with the latest update and is capable of detecting pedestrians, cyclists, other cars and even large animals, thanks to the advanced built-in camera. To celebrate the people the system is designed to protect and raise awareness of this tehcnology, we put the new XC60 in the hands of Pulitzer price-winning photographer Barbara Davidson, letting her capture moments of life by only using the car as her camera.
Using the XC60 as her camera, photographer Barbara Davidson was assigned the task of creating a series of photos to be shown at an exhibtion in London. The shoot took place in Copenhagen and resembled a classic street photo session with the only difference that our camera was a hundred times the size of a normal one. In order to be able to pull images off of the XC60’s safety camera, we also had to build a special program since, under normal conditions, no images are saved or available for viewing for privacy reasons.
The photos catch a glimpse of life in the city, through the eyes of the car. The exhibition premiered at London’s Canvas Studios on the 4th of July and has travelled the world since then. Dubbed XC60 Moments, the project was not only a novel approach to photography and storytelling. It resulted in the world’s first
Coverage: 42 countries
Volvo’s semi-autonomous City Safety system has been around since 2008. But most people – except for car nerds – are unaware of it. We wanted to promote it in a way that reached beyond car media and into popular culture to reach the general public. And in order to achieve that we had to make something accesible and culturally relevant.