The product is aimed at making cyclists more visible when riding at night.
The paint is invisible in the day, but highly reflective when lights are shined on it at night.
At the beginning of the video, Volvo notes that 19,000 collisions involving cyclists happen in the U.K. each year alone.
Though designed for cyclists, in a statement, co-developer Grey London said in a statement that LifePaint “can be applied to any fabric — clothes, shoes, pushchairs, children’s backpacks — even dog leads and collars.”
The “paint” — which lasts for about one week after application — also washes off and will not affect the color or surface of the chosen material, the agency said.
Grey London worked in collaboration with Swedish startup Albedo100 and is one of a series of outcomes as part of Volvo’s new product line-up. The developers also set up a website to direct consumers to outlets.