Todd Selby Goes a Different Route with Volvo
Automobiles are incredible feats of engineering. Hundreds of designers, mechanics, and engineers come together to create a single car, a beautiful piece of work that becomes a massive investment for the driver. And that investment is well repaid – cars offer mobility and a form of freedom that no other vehicle can. While most of the advertising world commits to touting the results of the science and design behind cars, this season Volvo had a different idea. They wanted to center the story on who drives their cars and they wanted Todd Selby to help them execute it. “It’s more about finding a person who reflects a certain lifestyle,” explains Todd. “I think that was really smart of Volvo to be open to that.” Todd found Derek Mattison, a designer and entrepreneur whose lifestyle matches Volvo’s new V90 Cross Country, to and visited his space and his life to show off that shared life aesthetic.
By putting a focus on the lifestyle, Todd and Volvo are able to show a deeper understand of what cars do and what they can represent. It’s about how we choose to spend our time and what we choose to surround ourselves with. “Derek is really successful and has an amazing design sense and incredible home and lifestyle and stays active,” explains Todd. “It’s very important with the Volvo Cross Country to tie in with an active lifestyle. That’s really interesting. It’s not just shooting product, it’s also about these associations and people. People want to see other people and learn about people so it was smart of Volvo to go that route.” On their own cars can seem almost sterile – they are machines after all. But by exploring how they fit into a life we can understand how they can fit into our lives. It’s a holistic message. And it’s also what Todd likes to spend his time photographing:
“I’m always looking for people with a point of view in terms of how they have chosen to live their life but also how they’ve done their space and how they choose to present themselves,” explains Todd. “There’s a kind of documentarism. That’s what I’m looking to train my lens on. So I really love that [Mattison] has that unique perspective and style that you see across everything he does.”