Driving Can be Beautiful
In 2012, we introduced the Jetta GLI, the high-performance variant of the popular Jetta model. However, many Canadians viewed the Jetta as a budget-friendly car. To challenge this perception, we set out to showcase how the GLI, with its powerful engine and sport-tuned performance, elevates driving to an art form.
Launch TV, Online & Cinema
We used long-exposure images from the GLI launch advertisement to create a series of exclusive light paintings. Each painting was carefully framed, numbered by hand, and displayed at pop-up galleries across Canada, offering a unique experience for attendees.
The Light Paintings
The Volkswagen Art Heist
A lot of people were curious how we did it all without CGI/SFX, so we made a short video as to how. So, if you’re interested, check it out.
Driving Can Be Beautiful - Behind the Scenes
