Volkswagen x Rock in Rio 2024


Creative content lead

For the 2024 edition of Rock in Rio, Volkswagen elevated its brand presence by combining cutting-edge automotive features with the vibrant spirit of the festival. The project showcased the latest Tiguan, T-Cross, and Taos models through immersive influencer-led "Best Drive" experiences, blending scenic drives across Rio de Janeiro with spontaneous, relatable storytelling.

A cross-market content direction strategy was developed to guide a LATAM influencer squad — featuring key creators from Brazil, Chile, Peru, and Colombia — ensuring regional relevance while maintaining brand consistency. Each talent brought a unique cultural perspective, expanding the campaign’s reach and resonance across Latin America.


 
Influencers captured their unique journeys through iconic Rio locations, emphasizing the cars’ technology, safety, and design.


Over 100 multimedia assets were created, seamlessly integrating Volkswagen’s brand ethos into festival-inspired content.


A tailored strategy balanced spontaneity with technical precision, ensuring every reel and image authentically resonated with the target audience.



BR/SP,
creative content lead