Project: Volvo S60 Dubai Launch | Key Visual Design
Client: Al-Futtaim’s Trading Enterprises (Exclusive Volvo Dealer since 1985)
Medium: Large-Format Out-of-Home (OOH) / Billboard Campaign
Location: Dubai, UAE
The Creative Brief
The objective was to design the master Key Visuals for the introduction of the new Volvo S60 to the UAE market. As the lead visual designer, I was responsible for crafting the "hero" imagery that would define the campaign’s aesthetic across Dubai’s most iconic advertising stretches, including Sheikh Zayed Road.
Design Strategy & Execution
My approach was to distill Volvo’s "Scandinavian Sanctuary" philosophy into a high-impact visual that could stop traffic.
Visual Hierarchy: Prioritized the S60’s athletic silhouette and the iconic "Thor’s Hammer" LED headlights to ensure immediate brand recognition from a distance.
Lighting & Mood: I utilized a "Premium Urban" color grade—balancing cool, sophisticated tones with sharp highlights to reflect Dubai’s city lights against the S60’s sleek contours.
Reducing "Visual Noise": Adhering to Volvo’s minimalist design language, I removed distracting elements to focus on the car's "waterfall" grille and muscular stance, creating a sense of "calm power" amidst the visual chaos of the city.
Typography & Brand Integration: Seamlessly integrated the Volvo Iron Mark and Al-Futtaim’s Trading Enterprises branding, ensuring all legal and retail requirements were met without compromising the artistic integrity of the master visual.
Technical Specifics
OOH Scalability: Designed the KVs at ultra-high resolution to ensure zero fidelity loss when scaled to massive 20+ meter bridge banners and digital unipoles.
Human-Centric Design: Focused the composition on the S60’s "face" to evoke an emotional connection, a core pillar of Volvo’s global branding.
Key Skills Demonstrated:
Art Direction
High-End Photo Manipulation
AI Retouching
OOH Design & Layout
Global Brand Compliance
Luxury Market Positioning
