martin jon adolfsson | creative director | inventor
martin jon adolfsson | creative director | inventor
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Renault | Team WillPower

Today, amateur athletes want to train, eat and dress like professionals. However, there is one thing that they still have left to learn from the elite; mental training. In a  experiment called Team WillPower, Renault challenged three athletes currently training for a sports event to drive a Renault KADJAR – using only willpower. After extensive mental focus training, came the ultimate test – to drive the car together.

Creative Direction / Art Direction @ Edelman Deportivo

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RENAULT TEAM WILL POWER

 

Every year Renault is sponsoring the biggest Swedish sports event for amateur athletes, ESK. We found out that today, amateur athletes want to train, eat and dress like professionals. However, there is one thing that they still have to learn from the elite; mental training. In a experiment called Team WillPower, Renault challenged three athletes currently training for the event to drive a Renault KADJAR – using only willpower. After extensive mental focus training, came the ultimate test – to drive the car together with their minds. One was in charge of controlling speed, one turning left and one turning right. Find out how it went below. 

Creative Direction / Art Direction

CNET  Creativity  DriveMag  Aftonbladet  IdrottensAffärer  Connery  Resume  Elle  ViBilägare

 
 
 

Experience Film

Result: More than 150 million people were reached through traditional media, both national and international. 4.5 million Swedes were reached through own social channels. 1.6 million views. 

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Behind the Tech Film

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