The pinnacle of picturesque power.

For Virtue, the agency powered by Vice, I have helped to bring three campaigns for Volkswagen R to life. The sub-brand is dedicated to everyday high performance cars. Each campaign consists of a film, OOH and social assets.

The latest campaign features the Touareg R and its unique blend of heritage and progress. My concept for the TVC “Memory Lane” focusses on a female protagonist in her early 50s on a journey in the mountains. She cherishes what’s behind her but has her gaze fixed firmly on what’s still to come. It’s a story of self-fulfillment, ambition, and most importantly, the emotions that come with it.

The T-Roc R is the aesthete of the bunch, combining refined design with a high octane driving experience. My script for the globally distributed TVC focused on its dichotomy of delicacy and vigour, telling the day-in-the-life story of the protagonist, a flâneur driving around his city in his T-Roc R. We see him playfully appreciate and interact with moments of beauty he discovers around him. Together we are reminded that, if we just stop to see it, we will all find a little more beauty in the everyday.

For the 20th anniversary of the Golf R, we wanted to celebrate the constant innovations and improvements during its two decades on the market. My TVC script and headlines build on the idea that sometimes describing a thing doesn’t do it justice. The driving experience of the Golf R “20 Years” isn’t something that can be verbalised. It needs to be felt.

I’ve also created the concept and supervised the execution of 3 seasons of the content format “Q&R - the fastest interview in the world”, in which talents like Sibel Kekilli of Game of Thrones fame are interviewed at high speeds.