Volvo

Overview
In a time of deep division in America, the 2017 total solar eclipse stood out as a singular, non-partisan, headline-grabbing event on CNN’s editorial calendar worthy of elevated and innovative coverage across all platforms.

Broadcasting the moments of totality across America was a once in a one-hundred-year opportunity. It also presented an awe-inspiring moment to partner with Volvo to create an amazing experience that made people completely rethink what they know about the brand.

We suggested a first of its kind 360° 4K VR activation — a two hour live-streamed event with three network locations, and four Volvo sponsored sites across the 2500 mile path of totality. Complete with Eclipse Experts, we used 44 satellite feeds to broadcast from key locations, moving cars, and even a helicopter.

Strategy
Volvo was launching the redesigned XC60, its bestselling SUV. While the new XC60 elevates the brand’s luxury status, it also includes new technology not seen in previous models. We needed to shatter the perception that Volvos are “old and boxy” and align the XC60 with technological innovation.

The 2017 eclipse not only satisfied the need for wonder, inspiration and the open road, but also represented the first time modern technology could be used to reshape how American’s experienced totality. A perfect fit for Volvo and the XC60’s bold and technology-forward transformation

We sent four XC60’s to meet the eclipse. With a powerful engine, incredible precision control, and panoramic moonroof, the XC60 was the perfect vehicle to race the sun’s shadow. Behind the wheel, expert hosts shared their knowledge and observations. CNN held live viewing parties in three locations, and we completed the broadcast with special guests, corona cameras, and 3D animations. We teased the event with four short films, outdoor, digital, and print activations.

For the first time ever, the entire world experience a total solar eclipse live, as it happened—even if they were nowhere near it. And with more than 8.6 million live streams, Racing The Sun became the biggest live VR event in history.

Role: Creative Director

Locations: Live VR simultaneous broadcast from Ketchum Idaho, Beatrice Nebraska, Blackwell Missouri, Charleston South Carolina