For one year and a half, we served as the leading creative agency for Polestar in China, guiding the brand's communication strategy during a period of significant expansion. We worked on the full range of their offerings, revitalizing communications for the existing Polestar 2, and crucially, orchestrated the market launches for the new Polestar 3 and Polestar 4. 
A key focus was defining distinct personalities and tailored communication approaches for each model, creating targeted narratives while building a strong, unified Polestar brand presence across the Chinese market.

In a Chinese auto market where luxury meant traditional opulence, Polestar’s sophisticated, minimalist ethos was fundamentally misunderstood.
The brand's refined design was perceived not as a progressive form of luxury, but simply as lacking.
Our response, Polestar: Pure Truth, a direct intervention with a campaign using real user skepticism from social media as its starting point to create a dialogue and articulate the brand's intentional minimal and luxury design philosophy.

For the flagship Polestar 3 launch in China, we based our strategy on a core belief in the culture: the deep connection between nature and new beginnings.
In Chinese tradition, Spring is a powerful symbol of rebirth, often shown through the life-giving journey of water.
This insight provided the perfect way to connect Polestar’s sustainable ethos to the culture. By framing the Polestar 3 as a piece of art drawn from these revitalizing waters, we defined a new tier of luxury that felt both elemental and deeply relevant to the Chinese market.

The car industry often defines performance with superficial numbers like peak power or extreme acceleration, metrics that rarely matter in the real world.
This clashes with Polestar’s belief in meaningful, design-led innovation.
Our response was the Number Facts campaign, created to shift the conversation from empty specs to true substance. The goal; to highlight the overlooked figures behind the Polestar 3’s user experience, sparking a discussion about which numbers really matter to a driver.

Polestar was on the verge of releasing its first performance car: the Polestar 4, a powerful coupe SUV. For a model focused on driving pleasure, stunning design isn't enough; the challenge was to prove its dynamic capabilities in a tangible, exciting way. To tease its upcoming launch, we turned the extreme weather testing into a raw performance showcase, set against some of the planet’s most astonishing and harsh natural backdrops to build a wave of excitement for the official launch.

In line with our global visual theme of red flowers and the overarching concept of nature intersecting with technology, we have developed a captivating 3D OOH video. Displayed on the bustling central street of Chengdu, this video garners extensive exposure, creating a visually striking spectacle that seamlessly merges the natural world with technological innovation.

The Polestar 4 launch faced a major challenge: a six-month delivery gap with no cars for test drives. With no product to feature, we found our solution in the small group of pioneers who pre-ordered sight unseen.
Our idea was to turn these early adopters, chosen for their impeccable taste, into our first brand ambassadors. We presented the Polestar 4 through their eyes, in an audience to audience approach. This use of trusted and authentic tastemakers proved the car's appeal in a way a traditional ad never could.