Volkswagen China | Building the People’s Car
Production OverviewDivision: Beijing
Director: Kenneth Bi
Agency: Proximity Beijing / Goodstein & Partners Beijing
Creative Director: Georg Warga (Goodstein & Partners)
Agency Producer: Maureen Sherrad
Production Company: Pixomondo Beijing
Executive Producer: Jan Heinze
Producer: Iva Modrah
Creative Producer: John Dietz
DOP: Paul Morris, Jay Huber
Art Director: Wil Manning
Editor: Nelson Quan
Post Producer: Joy Wang
Production Assistants: Sofie Chirico, Fiona Hu
Team Size: 62 Artists
Pixomondo’s contributions to Volkswagen China | Building the People’s Car consisted of: Script and Concept Development, Pre-Production, Production Design, Art Direction, Shooting, Editorial, Motion Graphics, Visual Effects, Music, Sound, Finishing.
Client: Volkswagen Group China
Total Episodes: 10
Project Length: 5 months / 32 shooting days
Shoot Locations: 16 locations in China
Sound Design and Mixing: JB
Original Soundtrack: A公馆 Residence A
In 2011, Volkswagen launched the People’s Car Project to inspire the Chinese people to imagine the future of cars. It reached both new and existing car owners, and as a result, 30 million people submitted over 260,000 car ideas. As an epic conclusion to the project, and ultimately, to honor the people’s creativity, Volkswagen decided to take all their ideas and create one car.
Volkswagen created a 10-part online series where they invited the top automotive design students in China to compete and build the People’s Car. This was a collaboration between two design universities, Volkswagen’s Director of Design, leaders from various creative fields (a pop idol, a filmmaker, and a fashion designer).
Volkswagen unveiled the concept car – an MPV that seats 7 people – at the 2013 Shanghai Auto Show. A commercial showcased how the people’s ideas integrated into the innovative features of the People’s Car.
Awards: Cannes Golden Lion in Branded Entertainment / Bronze Lion in Direct