Concept development
Storyboard
Photo/video shoot Art Direction
Page UX and design
VW California
Brand awareness campaign
Brief
Refresh Volkswagen's camper van page content, to raise awareness of the new California vehicles and features. Extending the California brand world.
Our response
We placed authentic advocacy at the heart of the VW California range comms and created ’For the adventurers’, a dedicated landing page to connect the California camper with new audiences and inspire them to have their own adventures in the van.
We put the California in the hands of real people and followed them on a spontaneous weekend away. Their stories focus on the California lifestyle, while organically demonstrating the product benefits.
Key results
Deeper content engagement on the Volkswagen California platform
Increase in sign-up for California test drives
Concept + storyboard
Landing page design
Social activation stories
We crafted two branded content stories which focus on the lifestyle activities the camper van facilitates – communicating how the California range sets people free to embrace spontaneous adventures.
By documenting their experiences, we turn them into real-world California ambassadors – and generate a range of content to use throughout the digital ecosystem.
My role
Concepting, presenting and selling the idea to the client
Researching camper features, cast and location
Storyboarding, video and photography shotlist
Briefing director and photographer on story and style
Art directing video and photoshot
Overseeing postproduction and photo retouching
UX and design of landing and product pages
For the adventurers — Landing page sketch and actual design
California range page and California SE product page
