POLESTAR – Set in Stone

Silence, set in stone
Silence can be peaceful. It can be awkward. And it can speak volumes. But sometimes, silence is just a void. An absence of engagement, commitment, or promise. In the context of car brand’s climate goals, it’s a blank to be filled in.

Set in Stone for Polestar, created together with Forsman & Bodenfors, takes a literal approach to permanence—turning sustainability from a promise into something physical. By embedding the message into stone, the campaign removes the polish and leaves no room for reinterpretation.

It’s a statement that resists trends and marketing cycles, positioning Polestar’s ambitions as something meant to last. Less about saying the right thing, more about making it undeniable.

Silence Set in Stone was produced in the Canary Islands with a deliberately stripped-back approach—small crew, minimal gear, and a location that did most of the talking. The desert became both set and narrative, removing the need for heavy production and letting scale, texture, and silence carry the story.

With fewer moving parts, every decision had to be precise. Light, timing, and framing replaced excess, turning constraints into clarity. The result feels expansive, but the process was anything but.

At COP26 last year, we could not keep silent. Instead, we engraved our climate goals in a block of granite and let car brands know that for every climate goal they announced, we would be taking note. In stone. /Polestar

Polestar – Set in stone
Client – Polestarcars
Agency – Forsman Bodenfors
PM – Anna Johall
Director/Stills – Patrik Johall
DOP/edit – Andreas Nilsson
Post – Robert Melander
AC – Stefan Snyman