For the launch of Volvo's XC90 T8 hybrid SUV, we created "Highway Robbery," an innovative campaign that embodied the vehicle's commitment to powerful performance and environmental consciousness. Instead of a traditional ad, we developed a groundbreaking technology: a "road-mat" that captured energy from passing traffic to charge the Volvo. This activation on a busy Southern California road not only demonstrated the XC90 T8's innovative approach to power but also sparked a conversation about the future of driving. "Highway Robbery" successfully positioned Volvo as a leader in combining high performance with environmental responsibility, setting a new standard for innovative automotive marketing in the competitive luxury SUV market.