The Last Mile
After 70 years, Volkswagen decided it was time to retire their beloved Beetle in an effort to move toward an electric future.
The Last Mile takes us on a condensed timeline of the iconic history of the Beetle.
It is almost as if the car’s memories are returning to say goodbye, as it slows on it’s final stretch of road.
We enjoy ninety seconds packed with IYKYK Easter eggs for devoted Beetle Buffs: from the groundbreaking VW advertisements by Bill Bernbach, to featuring in movies such as Footloose with Kevin Bacon, to purely just existing though counter-culture moments in the 60’s like Woodstock.
Top Gear / Motor 1 / Highsnobiety / Creative Review /Hypebeast/ Adweek / AdAge / LBB / Muse / The Drum
D&AD Wood Pencil / Creative Circle Award Gold / Shots Award Silver / CLIO Bronze / One Show Merit X2
We used an age-old technique of rotoscoping, a traditional animation technique whereby every frame of footage is painted over, helping create both a unified feels and a texture that translates that warm affection of Bug owners. Here’s a little behind the scenes what we shot before we rotoscoped:
Fun fact: the color palette is inspired by the original Beetle colors.
As the year came to a close and we warmed up to air New Years Eve homage, we engaged a global audience organically on instagram.
We invited fans to Say g(o\!/o)dbye by sharing their Beetle memories with #thelastmile.
Case Study
Finally here’s a little interview I did with Marketing Trendz.
Role: ACD > CD, Johannes Leonardo
Director: FX Goby, Nexus