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Volkswagen
Atlas Cross Sport Launch

I helped launch Volkswagen’s new brand design and creative direction in the US, starting with the Atlas Cross Sport. Volkswagen developed the Atlas Cross Sport to make a statement in the US market, so we decided to do things differently.

Avoiding the cliché automotive angles and shiny ‘fake’ aesthetic, we worked with photographer Uwe Duettmann to capture the cars in ways that felt more human. Even our locations were more real, with all the grit and imperfections that telegraphs real life. By cropping the vehicle, we introduced a new aesthetic to the brand which until then, hadn't been done.

The photography was used everywhere. Featured heavily on vw.com but also found on printed materials, billboards, banners and on VW’s social feeds.

Role: Associate Creative Director
AgencyWunderman Thompson/POSSIBLE

Capturing the car at a more human angle sometimes made it feel like an accessory.

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Our mission was to avoid the cliché automotive angles and shiny 'fake' aesthetic.

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