Responses by Kat Belloir, group account director, Baldwin&.
Background: Volvo Trucks North America was launching its new versatile, street-smart, regional haul VNR truck to today’s driver—a more tech-savvy, younger audience than drivers of the past. To tease and then celebrate this launch, we at ad agency Baldwin& enlisted creator Rudy Willingham to showcase all the places this truck can go through his unique cutout style.
Design thinking: Rudy’s style of using cutouts lends itself perfectly to teasing the new VNR by showing its outline and all the places this regional-haul truck could appear in its everyday work. Then, after the VNR launched, he could use the same style video, including imagery of the truck.
Challenges: For the final edit of the video, which shows the VNR, the footage was being shot right at the same time Rudy was creating the video. So, we had to pull the raw footage, color correct it and get it to Rudy to include in his video, which took shipping quite a few hard drives of raw footage and color correcting on nights and weekends to get him what he needed. However, it turned out great!
Favorite details: As Volvo’s social media agency, this is the first time we’ve leveraged a creator that doesn’t typically work in the trucking space. The Volvo Trucks audience really loved these videos. The teaser saw a ton of engagement across platforms.
New lessons: It was super interesting to understand Rudy’s process for creating these videos. He photographs scenes on the fly in order to suit the needs of the product.
Visual influences: All the places the VNR would go in everyday life. Grocery stores, loading docks, city streets and ports are shown in the imagery like a flipbook.
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