The PF Europe team took the Volvo all-new XC90 out for an extended test drive; debuting its second generation of the SUV in the daring and exciting landscape of Sweden.

The campaign stays true to the adventure concept car. Featuring Ben Stockley’s blissful boreal photos, the campaign’s keynote is its distillation of the advertisement strategy. No studio, no props, no models — just the product and landscape, leaving the rest of the story to be told by the consumer’s imagination.

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