Polestar 2
Goodbye Normal

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

For the launch of Polestar 2, the brand chose to challenge automotive conventions rather than repeat them.

Goodbye Normal marked a break from legacy car culture, redefining what an electric vehicle and a modern car brand could be. The campaign introduced Polestar’s progressive identity and established a clear creative and cultural departure from the traditional automotive industry.

The launch positioned Polestar as a distinct voice in the rapidly growing EV market, driving strong early demand and global visibility for the brand’s first volume model. During its early market phase, Polestar reached significant global order volumes for Polestar 2 and continued rapid year-on-year growth. More than a product launch, Goodbye Normal defined the creative foundation of Polestar’s brand, setting a tone of progressive design, transparency, and forward-looking mobility that continues to shape its communication today.

I co-led the campaign’s creative vision, defining its visual world and guiding execution across the launch.

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
Creative Director