The difference between technology and magic is the craft. When well produced, people stop seeing the technology behind and just get engaged with the story you’re trying to tell.

That’s the case of this beautiful ‘X-Ray’ iPad app that Volvo did for the Geneva Auto Show, to promote the launch of its new V40.

At the very basic, it is a simple 360º imaging application, triggered by image recognition of the actual car. The result is that it feels you’re using some kind of cool X-Ray vision.

Regional Executive Creative Director, Geometry Global Asia Pacific