THE NEXT ID World reveal of the all-new Volkswagen ID. 4 .
It was the first time Volkswagen announced an electric SUV, and the stakes were huge. The car itself couldn’t be shown in full, hidden under a mandatory camouflage pattern. So we had to create a campaign around it, literally.
CLIENT: Volkswagen
Agency: DDB Berlin
My role: Concepting, copywriting, post-production, campaign execution.
Lights around a car that could only switch the light on.
We worked with NONOTAK Studio to create an installation that would (no)reveal the camouflaged ID.4. Since it was only a prototype, just an empty shell and with no 3D model to work from, the artists had to design the entire installation around a cube.
A social media campaign out of a car that didn’t (really) exist.
Assets upon assets upon assets. Teasers, carousels, stories, paid and organic ads: all shot in the same studio, all done in two days. A real “dream” to post-produce and music-mix, handled by yours truly with the unsurmountable help of Film Deluxe.
The production was shot in a secure studio outside Hamburg, directed by Pete Schilling with cinematography by Łukasz Pruchnik.
Chris Noltekuhlmann did an amazing job portraying our wonderful talent and taking the challenging stills of the camouflage car.
Copyright © 2025 Pablo Iriarte Urdiain.
All rights reserved.