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Volvo Experiments with Nonlinear Storytelling in Latest Impressionistic Spot

A writer struggles with his work as he reflects on his experiences in the beautiful, impressionistic new spot for Volvo, that also features Josh Brolin reciting a Walt Whitman poem.

“We call this nonlinear storytelling,” Matt O’Rourke, executive creative director at agency Grey, tells Adweek. “We script it like crazy, figure out all the backstory, shoot it and then put it out into the world, where we don’t intend for you to see it in a linear fashion…Some people say, ‘I don’t get it. I hate it,’ while others say, ‘I don’t get it. I love it.’ That’s the goal: creating a conversation. If it makes people have opinions, I think we’re doing a good job.”

Niclas Larsson directs and Jeff Cronenweth shoots.

Watch below and read the full story here.