Volkswagen Polo
Play the CityDigital Art Direction | Concept | UI Design
Brief—Promote the launch of the new VW Polo Play the City campaign in a mobile-first format that blends brand storytelling with user interaction.
Response—Concepted and created an interactive mobile ad unit that turned daily commutes into dynamic music-making experiences. Users selected a genre, then used their phone’s gyroscope to generate unique music tracks—each turn or movement layering in new instruments and melodies. Tracks could be saved and shared, extending campaign reach organically.
Outcome—Celebrated as a standout example of platform-native thinking—fusing brand storytelling with real-world behavior. It demonstrated how mobile sensors and interactivity could be harnessed for deeper engagement, and laid groundwork for future innovation in mobile creative.
Response—Concepted and created an interactive mobile ad unit that turned daily commutes into dynamic music-making experiences. Users selected a genre, then used their phone’s gyroscope to generate unique music tracks—each turn or movement layering in new instruments and melodies. Tracks could be saved and shared, extending campaign reach organically.
Outcome—Celebrated as a standout example of platform-native thinking—fusing brand storytelling with real-world behavior. It demonstrated how mobile sensors and interactivity could be harnessed for deeper engagement, and laid groundwork for future innovation in mobile creative.
