A Story by Osama Siddiq, Founder and Executive Creative Director, LION
When Volvo planned its comeback in Saudi Arabia, the challenge was not just to announce a return, but to redefine how stories are told. LION, the creative agency behind the “Come Back Stronger” campaign, took a different approach. Instead of a traditional production involving actors, crews, location shoots and months of work, they turned to AI. But AI did not take centre stage. It was a tool, shaped and guided by human creativity to craft something entirely new.
Taking on the Challenge: Embodying Volvo’s Values
Volvo’s legacy is built on five core values: customer success, trust, passion, change and performance. These principles guided LION’s approach, ensuring that every decision reflected Volvo’s ethos.
LION embraced change, rethinking traditional brand storytelling with an AI-driven approach. The process required trust, from both the client and the agency, in emerging technology while ensuring human creativity remained in control.
Passion was the driving force. The team pushed AI to its limits, testing and refining outputs to craft something unique. The focus on performance ensured the campaign met high creative and strategic standards, proving that AI, when directed by human insight, could deliver something extraordinary.
Rethinking the Brand Film
Traditional brand films follow a familiar formula. Big productions, high costs and long timelines. LION questioned this model. Could AI help push creative boundaries while keeping storytelling authentic?
Instead of assembling a large scale production, they worked across multiple AI platforms to generate imagery, motion sequences and text to video elements. The result was a campaign that significantly cut production costs, saving millions, while achieving a visually striking and emotionally engaging outcome.
The Human Touch: Directing the AI
“AI allowed us to move differently, but it did not replace the core of storytelling. We directed it, adjusted it and gave it meaning. It was a tool, not the storyteller,” said Osama Siddiq, Co Founder and Executive Creative Director of LION.
AI did not replace the creative process. It expanded it. LION’s team carefully curated and refined thousands of AI generated frames, ensuring they aligned with Volvo’s brand values and resonated with audiences. They debated every shot, adjusted compositions and shaped the visuals to create a compelling narrative.
But AI had limitations. It could generate images, but it could not build emotion. Music was composed and recorded in professional studios. Voice-overs were chosen to enhance the emotional depth of the film. The final edit was assembled by human storytellers who understood how to bring everything together. The result was not an automated output, but a deeply considered film that blended technology with creativity.
Lessons Learned and the Future of Storytelling
“AI is forcing us to rethink what is possible, but the real revolution is not in the technology itself. It is in how we as creatives adapt, challenge conventions and use these tools to elevate storytelling,” said Azeem Afzal, CEO of LION. “This campaign is not just about AI. It is about proving that human ingenuity will always be at the centre of innovation.”
AI is not a replacement for human creativity. It is a tool that, when directed with vision, can open new creative possibilities. This project reinforced that storytelling still requires human insight, emotional intelligence and creative direction. Technology alone cannot craft stories that resonate.
“Volvo’s return to the region deserved more than just another campaign. It needed a statement,” said Hussein M. Dajani, Chief Marketing Officer, Petromin Corporation. “By harnessing AI, we have transformed the way stories are told, delivering a film that is both visually stunning and executed with remarkable agility. This is what the future of marketing looks like. A perfect balance between vision, technology and creativity.”
Beyond storytelling, the campaign showed the financial and logistical advantages of AI driven content creation. Without traditional production expenses like location fees, travel, set construction and crew wages, Volvo and LION delivered a high impact campaign while significantly reducing costs.
This project proved that AI can help brands move faster, experiment more and rethink traditional production methods. But the essence of great storytelling remains unchanged. Human creativity is still at the heart of it all.
As Volvo made its return, storytelling evolved alongside it. AI changed the way the film was made. LION ensured it left an impact.
