To promote its new technology label IQ.DRIVE, Volkswagen had to talk about road safety in its own way. Which means in a human, understanding way.

Most of the time, advertisers highlight the safety these technologies provide to you. We chose a new perspective. What about the safety they provide for all the others around? Starting with a global insight: on the road, we blame other people for all. But we all make mistakes. To make the roads safer, we should do more to protect those around us.

Locations and casting were carefuly chosen to make the film look like real life, to depict the roads and the other drivers in a relatable way. At the same time, we tried to create a feel-good and timeless moment, a world with its own pace and movement. The use of 16mm film gave the picture an organic feel. We kept the original film frame and imperfections visible.