Volvo XC40 VR experience making-of

The brand new XC40 is Volvo’s answer to the high demand for urban SUVs these days. With the smallest model of the XC series, Volvo wants to convince the young design and luxury-oriented city dweller who represents a completely new target group for the Scandinavian high-end car manufacturer. From the official press release in Milan September 2017 till the official market launch in March 2018 Volvo wanted a tool to involve potential buyers with their new product and smoothing their long waiting time till they get to see the car live. Therefore we produced a new 360° VR experience which was even more interactive than the one we produced for the Volvo XC60 a few month before.

This time AD.LIPS wanted to give the viewer a real 3D experience when consuming the app through a VR goggle or cardboard and let him sit in a more interesting environment than just in a pale white room. With all this in mind, the team went to a 360° photo studio to shoot the car stereoscopically (camera simulates the human eyes) and of course in a perfect light setup. After this was done we went into a rough, industrial location to shoot all the 360° backgrounds which we later composed together with the stereoscopic car images.


Client: Volvo Cars Germany
Agency: Grey Germany
Producer: Tim Magduschewski, Christian Donaj (AD.LIPS Productions)
Photographer: Norbert Mispelbaum
Light: Marc Neuhaus
Editing: Norbert Mispelbaum, Daniel Hacker
Visualization/Compositing: Thorwald Hoffmann, Irinel Papuc
Studio: Elegant Elephant Studios
Location: Duesseldorf & Essen, Germany
Development: Involvr GmbH
Music: Severin Gruner