Digital art for the all new VW Amarok

Development and realization of the pre-launch campaign.

Client: Volkswagen Commercial Vehicles

Task

The second generation of the VW Amarok sets new standards in the pick-up truck segment with innovative technology, a powerful, robust and at the same time elegant design as well as high-quality materials. Accordingly, a new type of product communication had to be developed under the leadership of the Volkswagen Commercial Vehicles Design Department. The aim was to appeal to a broad target group and to highlight the versatile potential of the Amarok as a utility and lifestyle vehicle.

Implementation

Convincing in every detail: the new Amarok is more than the sum of its parts. Based on this guideline, 10 clips were developed that take the viewer on a surprising journey. Starting abstractly and spherically in a macro world of particle simulations, one design highlight and feature is brought into reality for each clip.

One film was published on social media every week, creating a perfect arc of suspense leading up to the world premiere.

 

Result

The artistic translation of the campaign clearly represents the new self-image of the brand and clearly sets the VW Amarok apart from the competition in terms of communication.

Far beyond the world premiere, the films were used in the press, marketing and events in addition to social media channels. Thanks to this broad distribution, the campaign achieved enormous reach. In combination with the interaction potential, the campain achieved countless shares, likes and views.

We are happy about the enthusiasm triggered by the campaign for the new VW Amarok.