Bonfire Films filmed a large-scale OOH projection campaign for Volvo Car UK, capturing central London transformed into an urban canvas for the launch of the fully electric EX90.

Bringing Volvo’s Scandinavian outlook into the city after dark, the projections celebrated the Swedish ideas behind the car—including Friluftsliv, the art of embracing life in the open air. Our job was to capture the scale of the campaign, the movement of the vehicle and the interplay between the projections and their London surroundings.

With a driver directed via walkie-talkie, multiple cameras covering the action and drone filming to coordinate in central London, there were plenty of moving parts. Working alongside a great crew, we loved the challenge of bringing them together—combining careful planning with responsive, on-location filmmaking.

It was a brilliant project to be part of, bringing automotive storytelling, experiential advertising and London at night together and working alongside the great team at Mother Gorilla who brought it all together.