VW – Content pitch

We were approached by VW to pitch a content approach for the launch of their new Caddy 4 and Transporter 6. The primary messaging objective was to communicate the new features in an engaging yet direct way to appeal to the commercial audience. On this occasion the client decided to go down a more conservative live action route, but we were praised for being pin point on brief and brand, whilst delivering something genuinely unexpected.

ClientVWRoleArt Direction, ExecutionYear2016

Moving stills

With only stills at our disposal, I proposed a camera projection technique as a neat way of breathing life into static assets. Projecting the still onto a 3d model of the vehicle allowed me the freedom to create realistic motion, grounding the product video in a classic studio setup, echoing the VW advertisements of yesteryear as well as more recent communications.

Pencil sharp?

With VW having a history of some of the sharpest copy in the industry, I knew we were going to need some killer lines, I found the wittiest copywriter I could get my hands on, and in the shortest of turnarounds we have some great lines to play off my storyboard visuals.