Volkswagen x Rock in Rio 2024
For the 2024 edition of Rock in Rio, Volkswagen explored how mobility, place, and music culture intersect within a large-scale festival context. The project introduced the Tiguan, T-Cross, and Taos through curated, experience-led storytelling, combining scenic drives across Rio de Janeiro with spontaneous, audience-first narratives.
A cross-market editorial direction guided a LATAM creator lineup — with talents from Brazil, Chile, Peru, and Colombia — balancing regional cultural nuances with a consistent narrative framework. Each creator brought a distinct local perspective, expanding reach while reinforcing a shared point of view across markets.
Editorial approach
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Treated the city and the festival as complementary contexts, using movement and place as narrative devices.
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Designed content guidelines that allowed for spontaneity while maintaining clarity around tone, pacing, and storytelling focus.
- Prioritized relatability and real-time response to audience behavior over scripted performance.
Produced over 100 multimedia assets across markets, translating festival energy into cohesive, culturally resonant stories.
Successfully connected technology, safety, and design features to lived experiences, rather than product demonstration alone.
Delivered a scalable content system that worked across different cultural contexts while preserving editorial consistency.