Volkswagen in collaboration with GQ wanted to bring a fresh perspective to the audience about their latest model, Taigun.

All this had to be done keeping the following in mind

1. Video to be more real, less advertising
2. To be personal (Ali’s POV), less generic
3. To have organic product integration (Sunroof, Display, Boot etc.)
4. To be inspiring, fun and engaging
5. To talk about/demonstrate Hustle in more than one way

To offer an impactful watch we made the moments simple but passionate, uplifting and yet emotional with obvious high performance look and feel so that the target audience can imagine the moments for themselves in their own lives in an aspirational way.

We showcased a day in Ali’s life allowing his charisma and lifestyle to dictate the edit pattern casually integrating the car & its features to underline the attention to detail.

In the opening sequence itself, we planned to take the audience through quick glimpses into Ali’s daily routine to establish his connection with the campaign. We added details in the production design to further support his hustle and represent the work he belongs to.

In terms of highlighting the car and its specs seamlessly, we took the narrative to a crescendo with the VW Taigun at the helm. We strung together moments with smooth transitions and a languid use of camera movements. The car shots are woven into the storytelling with a seamless use of performance and sound cues to create a wonderful story.

We approached the city shots in a dynamic manner showing the hustle of the big city and the pace of youth and the energy both, Ali and VW Taigun, are charged with. We intercut the edit throughout with these shots to have smooth transitions and energy from the driving shots to set the mood and feel of living for the unexpected.

To stay true to reality and avoid the feel of overly dramatized advertisement, we added an influencer spice to the edit style with bold supers, fast cuts and rhythmic edit.