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The campaign, ‘Born Confident’, created by adam&eveDDB in London and DDB Berlin/Hamburg, tells the story of a young ram, who is born with thick black fur and the horns of a fully grown ram. From day one, the ram exudes confidence, leading his herd of sheep, standing up to a sheep dog, the farmer, and an intimidating bull. But when the ram encounters the new Volkswagen T-Roc, he realises that he has finally met his match. The TV advert was masterfully directed by Somesuch’s Nick Gordon.
The TV ad launches the campaign, which will then extend into print and OOH. A microsite will feature all the campaign elements, including four online films, while a social media campaign provides image and video content targeted specifically at the T-Roc’s core audience.
Jürgen Stackmann, member of the Volkswagen Management Board, said: "For Volkswagen, the T-Roc is a self-confident step in a new segment since it stands out from the crowd and leaves a lasting impression. You can see this impressively in our new film. "
The T-Roc SUV was unveiled earlier this year, it features optional front-wheel or all-wheel drive and combines the confidence inspired by an SUV with the agility of a sporty compact model.
The self-assured young ram was brought to life by MPC Life. Using innovative in-house software developed for photo-real creature work, MPC's Life team mastered the tricky balance of crafting a charming photo-real character – the brilliantly bold little ram ready to take on the world - without slipping into cartoon-like animation.
Carsten Keller, MPC’s 3D Creative Director said: “We needed to create a baby ram with life-like proportions, staying true to physical anatomy. To make him feel real, subtlety was key. Push the animation and ‘acting’ too hard, and you instantly lose believability.”
The campaign will roll out across Europe by the end of 2017.
The Making Of VW's 'Born Confident'
Group Chief Creative Officer : Ben Priest
Executive Creative Director: Rick Brim
Copywriter: Patrick McClelland
Art director: Feargal Ballance
Global Business Director: Toby Pschorr
Business Director: Mike Stern
Account Director: Matthew Harris
Account Director: Dominik Schmid
Producer : Lucie Georgeson
Junior Producer: Natasha Alderson
Group Chief Strategy Office: David Golding
Head of Planning: Nick Hirst
Media agency: PHD
Production company: Somesuch
Director: Nick Gordon
DOP: Alwin Kuchler
Production Executive Producer: Seth Wilson
Production Producer : James Waters
Post Production : MPC
Executive Producer: Anandi Peiris
VFX Creative Director: Carsten Keller
VFX 3D Supervisor: Fabian Frank
CG Animation Lead: David Bryan
VFX 2D Supervisor: Dan Sanders
Colourist: George K
Sound Company: 750mph
Sound Design & Mix: Sam Ashwell
Audio Producer: Mary-Ann D’Cruz
Editing : Final Cut
Editor : Dan Sherwen
Music Supervision Company: Leland Music
Music Supervisors: Abi Leland, Toby William, Ed Bailie
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