In a campaign for the redesigned Passat, outgoing agency Arnold takes a look at the car's 120 features, and kicks it off with a couple of spots directed by Jake Scott. In "Downhill Racer," the features are steerable headlights, and the spot shows a kind driver who helps out a cyclist trying to navigate the winding path. However, outside of the broadcast spots, Arnold collaborated with designers and companies like Brand New School, Lobo, Life Long Friendship Society, Tomato, Curious Pictures and Brickyard VFX to make 120 20-second shorts-one for each of the highlighted features. The "feature" films range in style from animation to live action, and black and white to color, with the criteria being that the films explain what the feature does in an entertaining way. The films will be shown on VW's website and will also appear in a DVD brochure.
Client: Volkswagen Agency: Arnold Worldwide, Boston CCO: Ron Lawner ECD: Alan Pafenbach CDs: Dave Weist, Colin Jeffery Director: Jake Scott/RSA USA DP: Joaquin Baca-Asay Editor: Andre Betz/Bug VFX: Brickyard VFX