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They said: Volvo Trucks will launch 4 brand new trucks all at once. And they're gonna make a tower out of them.


We said: ... Wow. But, what's the story here?

Together with the content agency Spoon, Volvo Trucks & Forsman and Bodenfors, our creative director Tim Winter worked to bring to the public a behind the scenes film that helped emotionally connect the public with an epic story of human achievement.

The hero film is awesome, beautiful, epic and funny. But the preparation and team behind it's execution was another level. We wanted to emotionally connect Volvo Truck's public with a brand that dares to venture into the unknown and knows how to handle its s**t.




We knew that there would be doubt surrounding the stunt involving a CEO climbing on top of a 4 truck high tower.


Also to be fair, with today's CGI's wizards, Roger's face could have been wrapped around a 3D model and then comped in.

So we needed proof to quash these wayward thoughts and reveal that Roger's the man that can! 

(even if he's very scared of heights)

"We placed Roger at the centre of the story and never regretted jumping in his car as he nervously arrived on set.

Sorry Roger! 

Tim Winter - Creative Director

Let the cameras roll..


Social media is a great way to get an overview of how your project lands. Straight away you get a live and raw reaction from the public itself. 

As you can see here and here there's a common theme of gaining trust and appreciation of Volvo Truck's efforts to be transparent and brave.

Mission complete.

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