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T-Roc Launch Campaign


DDB Voltage

My role
Executive Creative Director Digital

Project description
For the launch of the new T-Roc, we created a campaign that is rooted in Volkswagen’s storytelling heritage and also serves the needs for digital assets that work on various digital channels where users have short attention spans.
The brief was to create a humorous ad that communicates a lot of features and works mainly on digital channels but also on TV. To solve this brief we developed a scripting technique we called “digital storytelling”. We created a light-hearted “Volkswagen-Like” story of an eyepatch-wearing but confident skate girl in the 70is that is today still confident but exchanged her skateboard with a T-Roc. We developed the story in a way to ensure the possibility of multiple edits that work perfectly on each channel. All video assets we created based on the main film have a strong attention-grabbing hook at the beginning and a full packshot that works also on vertical mobile screens. For the long skippable video formats, we applied a “heartbeat curve” style of editing with multiple story peaks to make it “impossible” for the user to skip.