What was the original brief for this campaign?
To launch the T-Roc in a manner that was befitting of the car and Volkswagen’s confident step in the compact SUV segment.
What inspired you to approach the campaign this way?
Our Born Confident end-line was inspired by the car’s bold design. From there we knew, to do the line justice, we needed to create something different, something with swagger and because it’s a Volkswagen ad something fun. We liked the idea of a lamb because they’re usually timid and sweet creatures. So, what would a confident lamb look like and how would he act?
What was the biggest challenge you faced during the process?
To create a ram lamb that looked and acted in a way that was believably lamb-like, but also had an attitude that never came across as cartoonish. We knew this would be no easy task, however we were confident the talented team at MPC would be able to work their magic and we were delighted with the end result.
What’s a “behind the scenes” story that only you know about?
There was a heart-in-the-mouth moment when a member of the production (he shall remain nameless) coolly walked up to our mammoth 3,000lbs bull and held a light metre several inches away from his face. Before realising what a dangerous situation he’d put himself in he walked very, very slowly back to safety.