Volkswagen – Intelligence meets Control
Advertising Concept & Art Direction
As part of the Advertising module, I created a print campaign for the Volkswagen Golf. The task was to communicate a technical vehicle feature in a surprising and easily understandable way using an advertising mechanic such as analogy.
Concept
The design centres on the Volkswagen Travel Assist. Under the guiding idea 'Intelligence meets control.', I developed a visual analogy between human and technology: the human hand, or person, meets its digital counterpart, translating the connection between driver and intelligent assistance system into a reduced key visual. In the final layout, this idea is staged as a large-format double-page spread within the Volkswagen corporate identity.
Design Approach
The work deliberately focuses on a clear visual idea and reduced communication, so that the technical feature is not explained in a purely functional way, but is conveyed emotionally and directly through a visual metaphor.