To announce the launch of the new Beetle Denim in an unexpected way, we created a series of posters that brought together the Volkswagen fun of driving with fashion -- unique to the Beetle Denim. The series needed to evoke the feeling one gets when driving a Beetle, while announcing that the Limited Edition Beetle Denim was now available.

To announce that the new Beetle Denim has arrived, the posters show what looks like a highway. But upon further observation, the road is in fact made out of denim jeans and their iconic yellow stitching. The poster series shows various angles of the highway made of denim, and evokes the feeling of the “fun of the Volkswagen drive.”

The process of making the series included scanning in physical denim, while the actual geometry was built in Houdini -- allowing us to create a seam down the middle where the denim folds over itself. The stitches were generated in two rows and projected onto the buckling geometry. We added a final pass of tiny fibers to create the worn edge of the seam.

The Beetle Denim poster series became a part of a nationwide campaign at top dealerships throughout the United States. They were also utilized at top Beetle-selling dealerships.

While the campaign only launched late April, we’ve already received dealer requests for the campaign series to be featured in more showrooms. We even printed a batch of the poster series to satisfy Volkswagen fan requests. The print ads have even been circulating in visual social networks like Pinterest, Instagram and Tumblr, sparking increased interest in this limited edition new model.