The idea was to create a video that would be just as custom-made as Volkswagen Trucks. A video that would adapt automatically, and perfectly, to the size of each user’s phone screen, be it vertical or horizontal. If someone holds their phone horizontally, they’ll see one story. If they hold it vertically, they’ll see another version of the same story, custom-made to fit the format.

The video was shot entirely in 1:1, with the key elements always in the center of the frame. When a phone is held horizontally, that square image is squeezed, making everything smaller – the people and everything around them. That’s how we told the story of a short little guy who lives in a world where everything is small. When a phone is held vertically, the shot is stretched out, and it tells the story of a tall man who lives in a big world. In the end, they find the thing that’s custom-made for each of them: trucks that are the opposite of their sizes.

Given its surprising format, the video got consumers’ attention right away, and they began sharing it.