Description
Volkswagen and NY-based Creative shop Johannes Leonardo, introducing Volkswagen’s latest premium SUV offerings - the 2024 Atlas and Atlas Cross Sport, with the tagline "Does Life Beautifully." The campaign’s core message revolves around a simple insight: the modern consumer seeks an SUV that marries practicality with a touch of elegance, all without breaking the bank on a premium price tag.
The spots, titled ‘Aftershow Aftermath’ (launched 8/7) and ‘Carpool Chaos’ (launched on TV, On Demand Video, YouTube, and Social on 8/11 and remaining pieces on 8/14) showcase the transformative nature of these two models. Unlike their predecessors and competition, the Atlas and Atlas Cross Sport redefine the SUV experience through a mix of alluring design, spacious interiors, and premium exteriors. Both models present a compelling alternative for families with kids seeking three rows and seven seats (Atlas), as well as for couples and empty nesters in search of a refined driving experience (Atlas Cross Sport).
Under the direction of Martin de Thurah, the campaign's cinematic approach celebrates everyday moments – those relatable instances we all encounter in our daily lives - and expertly showcases their beauty. The campaign goes beyond showcasing a vehicle’s aesthetics; it aims to underline Volkswagen's unique value proposition – crafting cars that seamlessly integrate into people's lives and enhance their experiences.
The campaign's narrative extends beyond just the visual. A radio execution, which cleverly reinterprets the classic opera Ave Maria, introduces listeners to the tale of a teenage girl navigating the whirlwind of family car moments. Atlas' spaciousness emerges as the hero, giving the teen a place to escape. This narrative continues to emphasize how the new Atlas gracefully handles life's challenges.
This professional campaign titled 'Does Life Beautifully' was published in United States in August, 2023. It was created for the brand: Volkswagen, by ad agency: Johannes Leonardo. This Film medium campaign is related to the Automotive industry and contains 2 media assets. It was submitted 8 months ago.
Credits
CLIENT
Volkswagen Group of America, Herndon, VA, USA
President and CEO
Pablo Di Si
EVP, Sales & Marketing
Andrew Savvas
SVP, Customer Experience & Marketing
Rachael Zaluzec
Director, Brand and Retail Content
Jennifer Clayton
Manager, Brand Content
Chanel Barresi
Senior Specialist, Brand Content
Ladan Rafei
Specialist, Brand Content
Emma Stuart
AGENCY
Johannes Leonardo, New York City, USA
Co-Founder & Co-Creative Chairman
Jan Jacobs
Co-Founder & Co-Creative Chairman
Leo Premutico
Executive Creative Director
Jonathan Santana
Creative Director
Jim Robbins
Associate Creative Director
Lukas Pearson
Associate Creative Director
Mindi Price
Jr. Copywriter
Tiah Marr
Design Director
Charles Watlington
Associate Design Director
Olga Vladova
Designer
Manny Sodhi
Head of Production
Tasha Cronin
Group Executive Producer
Rebecca O'Neill
Producer
Haley Harris
Director, Business Affairs
Alesa Blanchard-Nelson
Sr Business Affairs Manager
Denise Klapp
Head of Account Management
Sam McCallum
Sr Account Director
Jackson Klein
Account Director
Vlad Omazic
Account Supervisor
Andressa Paccini
Account Manager
Devon Houston
Chief Strategy Officer
Steve Zaroff
Group Strategy Director
Mary Bakarich
Communications Strategy Director
Cooper Lemon
Strategy Director
Kat Logan
Product Information Specialist
Ryan Callahan
Sr. Project Manager
Alexis Palew
FILM PRODUCTION & POST PRODUCTION
Production, Live Action & CGI
Epoch Films, LA
Director
Martin de Thurah
Director of Photography
Chayse Irvin
Partner & Managing Director EP
Melissa Culligan
Sr. Executive Producer
Megan Murphree
Line Producer
Karen O’Brien
Production Supervisor
Bryan Sierra
Post - Editorial
Rock Paper Scissors, NY
Editor
Mikkel Nielson
Assistant Editor
Alex Liu
Managing Director
Eve Kornblum
Senior Producer
Shayna Rubin
Post - VFX & Finishing
Blacksmith, NY
Founding Partner
Charlotte Arnold
Head of Production
Perry Tate
VFX Producer
Paul O'Beirne
VFX Supervisor
Iwan Zwarts
Lead Flame
Thomas Panayiotou
CG
Nick Owoyemi
CG
Tuna Unalan
Compositor
Hieu Phan
Compositor
Aaron Baker
Post - Color Grade
Blacksmith, NY
Colorist
Mikey Pehanich
Color Producer
Adam Vevang
AUDIO FINISHING
Sonic Union, NY
Audio Mixer - Aftershow Aftermath
Rob DiFondi
Audio Mixer - Carpool Chaos
David Papa
Head of Production
Pat Sullivan
MUSIC SUPERVISION + ARRANGEMENT
(Aftershow Aftermath)
Human, NY
Licensed Track
Dancing In the Moonlight by King Harvest
Executive Producer
James Dean Wells
Music Supervision
Michael Jurasits and Kamela Anderson
Creative Lead
Gareth Williams and Michael Jurasits
Arrangement of "Dancing in the Moonlight" by
Sidney Kennedy
Clearance support
Ely Giner
MUSIC SUPERVISION
(Carpool Chaos)
Curation, London, UK
Licensed Track
Go Go Go by The Electric Peanut Butter Company
Music Supervisor
Sunny Kapoor & Connie Edwards
