During our nine-year run on VW, we had the opportunity to create several strategic films that helped welcome, say, a suite of new products, or a major shift in brand positioning. Here’s an example of one of these films, created around 2004 to help the organization (from the board room to the dealership) understand and then sell the incoming New Beetle Convertible, Touareg and Phaeton.
These films would typically be aired over the VWoA dealer video network, or displayed at national dealer meetings.
Oftentimes, films like these have a better chance at conveying brand leadership’s position on a complex situation or persuading a very broad constituency to follow a new direction.
Our efforts on this film included writing the script, directing the film and overseeing production.
