'The Unboxing': A seamless short film featuring Volvo's smallest SUV with the smallest carbon footprint yet

Volvo Cars has launched its new, small, fully electric SUV designed to have the smallest carbon footprint of any Volvo to date.

Teaming up with agency AKQA, production partner Mill+ and directed by Joshua Vii, Volvo has rolled out this hero film - powered by a “Small is Mighty” philosophy - in which Volvo Cars CEO Jim Rowan introduces the new SUV in a play on “unboxing” videos.

Beginning with Jim Rowan wheeling a tiny box into a beautiful white studio space, he places it on a table and lifts up the lid to reveal a pint-size version of the EX30. 

As the film continues mini, regular and giant Jim Rowan playfully highlight the key features of the EX30 in equally proportioned models of the car.