In 2012, the iconic VW Beetle was ready for a digital rebirth. With DDB Tribal Berlin as my client, I had the opportunity to serve as Art Director for the global brand website, breathing new life into this timeless classic through modern, cutting-edge design.
One of the key features we introduced was the innovative 'Rock'n'Scroll' functionality. At a time when smartphone use was rapidly on the rise, this feature allowed users to scroll through the website using their mobile device - a feature that was a real novelty back in 2012.
Another major highlight was the highly stylish car configurator. Users could customize their Beetle and, in a delightful twist, the configurator would generate a chic postcard featuring their personalized vehicle. This postcard could then be shared via email, adding a unique interactive and social element to the user experience.
This project was a unique blend of nostalgia and innovation, bringing the beloved Beetle into the digital age with a combination of aesthetic flair and advanced technology. It stands as a testament to the power of Art Direction in creating engaging, user-friendly experiences, pushing the boundaries of what is possible, and honoring the past while embracing the future.
