VOLKSWAGEN
Role: Senior Art Director (Key Visuals, Campaign Assets, Digital Extensions)
Agency: Geometry / VMLY&R Commerce
Scope: Campaign concepting, key visuals, digital banners, social content, sizzle reel, retail activations, experiential extensions
Volkswagen introduced the Taos to reach a new generation of compact SUV buyers — younger drivers seeking design, value, and everyday adventure. I helped develop and design campaign assets that positioned the Taos as both approachable and aspirational, extending the creative across digital, social, and retail channels.
THE CHALLENGE
Taos entered a highly competitive market segment dominated by established players. The campaign had to introduce a new nameplate with confidence, translating Volkswagen’s design and engineering credibility into something fresh and relatable. The creative needed to speak to both first-time buyers and loyal VW owners while remaining flexible enough to scale across dealer promotions, retail experiences, and digital placements.
THE WORK
Working within the broader brand direction, I helped concept and design a campaign system that celebrated the Taos as “small but mighty” — a compact SUV built for spontaneity. Hero visuals focused on bold angles, lifestyle energy, and VW’s signature clean aesthetic, while the messaging emphasized freedom, adventure, and modern versatility.
I extended the campaign across digital banners, POS materials, and retail displays, ensuring consistency from online engagement to in-dealership experience. The work balanced Volkswagen’s global brand standards with localized flexibility, allowing regional teams to adapt the creative for different markets and audiences.
MY ROLE
I contributed to concept development and led the visual design of key campaign assets, from digital ads and banners to in-store displays and launch event materials. I collaborated with strategists and copywriters to refine tone and direction, ensuring the creative worked across every consumer touchpoint — digital, social, and physical.
OUTCOME
The Taos campaign successfully introduced Volkswagen’s newest SUV to U.S. audiences, building awareness and demand in a competitive segment. The visual system carried through every channel — from digital to dealership — creating a cohesive launch presence that felt fresh, confident, and unmistakably VW.
SUPPORTING CAMPAINGS
Beyond the Taos launch, I worked on a range of Volkswagen initiatives, building on the same design system and creative framework:
ID.4 Launch: Electric SUV debut focused on innovation and accessibility, extending across digital and experiential activations.
Sign & Drive Events: Seasonal campaigns simplifying lease and financing messages for broad retail rollout.
Holiday Sales Events: Cohesive systems tying in-store and digital creative for end-of-year promotions.
Sedan Lineup Campaigns: Design updates and display systems refreshing VW’s core models with lifestyle-forward creative.
Together, these campaigns showcase a wide range of Volkswagen work — from major product launches to retail activations — unified by consistent storytelling and adaptable design.