Tiguan Allspace

Big SUV, small studio

The bigger the car, the bigger the stage, normally. With the Tiguan Allspace it went the other way round. Volkswagen wanted the big appearance, and we got it out of a surprisingly compact studio: the launch as a virtual event, produced for an audience in front of screens. The camera doesn’t care how much space lies behind it. In the picture, what counts is the car, not the hall around it. So we built every shot for exactly that frame. Nobody gets to see the studio. The SUV all the more.