Polestar 2
Goodbye Normal

Global launch campaign for Polestar
Craft lead / Sr Art director at ACNE

The automotive industry is steeped in tradition and well-worn conventions—but for the global launch of the Polestar 2, the all-electric car brand deliberately chose a different route. Rejecting outdated norms and stereotypes, the campaign challenged everything from loud petrol engines and traditional car keys to the very definition of what a modern car should be. Titled 'Goodbye Normal', the campaign served as a bold statement of intent: a farewell to the old, and an invitation to the new.

Polestar_01-1
Polestar_06
Polestar_08
Polestar_04
Polestar_02
Polestar_05-1
Polestar_09

Global launch campaign challenging entrenched industry conventions at every level — Goodbye Normal.

Polestar_07

Mom's car print. Released and featured as a centre spread in press world wide (ie The New York Times, LA Times, Der Spiegel and Vogue) 

Polestar_04-1
Polestar_06-1

David Hammarström
Independent Art & Creative Director