Polestar · Performance

The Challenge

To launch the Polestar 3, Polestar partnered with Indy 500 driver J.R. Hildebrand on a doc-style brand film exploring performance both on and off the track. Filmed across Colorado, the project followed J.R. through quiet moments at home, riding singletrack in the mountains, and ultimately pushing the Polestar 3 through alpine roads.

The result blended personal storytelling with cinematic automotive footage, creating a film that connected Polestar’s engineering precision with the mindset of a professional racer.

Production Approach

The film was structured as a hybrid of documentary storytelling and automotive commercial production. Crews followed J.R. through his daily routines, capturing authentic moments at home and on the bike before transitioning into larger-scale driving sequences designed to showcase the Polestar 3’s performance.

Cinematic vehicle tracking was captured using Russian Arm rigs and precision camera vehicles, allowing the production to film dynamic driving sequences across Colorado’s alpine roads. By grounding the visuals in J.R.’s personal story, the film balanced human character with striking automotive imagery.

Outcome

The finished film launched as part of Polestar’s marketing campaign for the Polestar 3, showcasing the vehicle through the lens of a professional racer’s lifestyle. By combining documentary storytelling with high-end automotive cinematography, the project delivered a campaign piece that felt both cinematic and personal.

Details

This project combined automotive commercial production with documentary storytelling, following professional driver J.R. Hildebrand through environments that reflected both performance driving and everyday lifestyle. The production included road closures, Russian Arm tracking vehicles, and coordinated driving sequences designed to capture high-speed automotive footage across Colorado mountain roads.