MAXIMAL EXPERIENCE. MINIMAL IMPACT.
Title | MAXIMAL EXPERIENCE. MINIMAL IMPACT. |
Brand | POLESTAR PERFORMANCE AB |
Product/Service | POLESTAR 2 |
Category |
B01. Editing |
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Media Placement
|
DENTSU Stockholm, SWEDEN
|
PR
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Production
|
SMUGGLER London, UNITED KINGDOM
|
Post Production
|
SMUGGLER London, UNITED KINGDOM
|
Credits
Sophia Lindholm |
Forsman & Bodenfors |
Art Director |
Karl Risenfors |
Forsman & Bodenfors |
Art Director |
Leo Dal |
Forsman & Bodenfors |
Art Director |
Hampus Elfström |
Forsman & Bodenfors |
Copywriter |
Magnus Wretblad |
Forsman & Bodenfors |
Client Director |
Katarina Klofsten |
Forsman & Bodenfors |
Account Director |
Sofie Bengtsson |
Forsman & Bodenfors |
Account Executive |
Bjarne Darwall |
Forsman & Bodenfors |
PR Strategist |
Daniel Sjöstrand |
Forsman & Bodenfors |
Planner |
Martin Joelsson |
Forsman & Bodenfors |
Designer |
Henry-Alex Rubin |
Smuggler |
Director |
Ray Leakey |
Smuggler |
Producer |
Crille Forsberg |
Smuggler |
D.O.P |
Tom Knight |
Smuggler |
Executive Producer |
Warren Chapman |
Smuggler |
Editor |
The Factory The Factory |
The Factory |
Sound Design |
Composition Electric Symphony Performed by Hanan Townshend |
Publishing rights controlled by Hanan Townshend |
Music |
Write a short summary of what happens in the film
”Nothing prepared me for what I saw up there,” the film begins. The words come from Karen Nyberg, a NASA astronaut who spent 180 days in space. Set to the cinematic score by Hanan Townshend, Karen reflects on the way we live, the progress humanity has made, and how it has affected our planet. As she observes Earth from space, it combines a personal story with philosophical questions about human nature and how to improve society without forgetting what makes us feel alive. We see concert crowds, unique animals, and outstanding human achievements. But we also see burning forests, polluting aircraft, and excavators in coal mines. In the end, she asks the ultimate question, ”Can we preserve our only home and still embrace the thrill of being human?” and as she drives away in the all-electric Polestar 2, the text reads: ”Maximal experience. Minimal impact.”
Cultural / Context information for the jury
The ”Overview Effect” is a cognitive shift in awareness reported by astronauts after seeing Earth from space. As one of less than 600 people in history, Karen Nyberg (who spent 180 days in space) has first-hand experience of this unique phenomenon.
Tell the jury anything relevant about the edit. Do not name the editor.
At the heart of the film is Karen Nyberg's reflection of life on Earth and how to improve society while still enjoying the thrill of being human. In the edit, we decided to take a mixed media approach where the majority of the film uses existing footage. This was both due to a tight deadline, but also because we wanted to give the film an authentic and unfiltered look, as transparency is important for the Polestar brand. In the edit, this all comes together with cinematic sound and imagery where the main purpose is to highlight the behind the words by Karen. All in all, it was crucial to create a piece of work that felt epic yet personal, big yet intimate, and most importantly: unlike anything that a car brand has done.