Polestar 2 - Diffused

Polestar North America · “2 on Tour” Campaign

This project explores restraint as a visual language. Initially conceived as a high-contrast, shadow-driven study within an urban environment, the approach evolved in response to overcast conditions—shifting the focus from dramatic contrast to tonal subtlety.

The Polestar 2’s design lends itself naturally to minimalism, and the soft, diffused light became an asset rather than a limitation. Cool tones, muted surfaces, and even illumination were used to emphasize clarity, proportion, and materiality—allowing the vehicle to sit quietly within the city rather than compete with it.

By leaning into the atmosphere of the day, the imagery reflects a calm, contemporary sensibility aligned with Polestar’s electric identity—precise, understated, and intentionally modern.