When you really value something it shows. You take great care of it, you find others who are interested in the same thing, you throw ideas back and forth and you take time out of your day to make sure it gets the attention it deserves.
There are brands in the world that inspire this kind of care, attention and passion – Volkswagen is one of them. The people who invest in Volkswagen love Volkswagen, and with good reason. So, when VW asked us to film one of its biggest enthusiast events, we jumped at the chance to tell the story of the people who live and breathe VW and how they prepare their cars for Waterfest, an annual car show in Englishtown, New Jersey.
As you’ve probably noticed in our films, we focus on people. We call it relatable marketing. To really capture the spirit of Waterfest, we hung out in the garages of the people who attend it. We got down on the ground and filmed them rinsing their vehicle’s rims. We interviewed them about why they care so much about their cars, what it is about VW that sets it apart, how they prepare for Waterfest and what kind of community they’ve built there. Their answers were inspiring.
There’s always a story behind the story and that’s what we try to pull out for our clients – not just a montage recap or b-roll set to music, although we certainly incorporate some of these elements to create a layering effect. As one of our interviews revealed, much of what drives (pun!) the people who go to Waterfest to keep coming back is each other – “you’re around people who know.” They share a devotion to VW and a desire to trade tales.
When we tell the stories of our clients, we take a multi-faceted approach that digs deep to reveal that story behind the story. We talk to real people who are advocates for the brand, follow their journey and take footage of how they interact with it. Waterfest was a special event that showed the profound passion of VW enthusiasts, and we were able to take our shoot from shop talk to on-the-road action. One of our favorite parts of this project was filming what Waterfest-devotees call “the cruise down.” Watching three lanes of VWs zooming along the freeway to the opening gates of the event was really a sight! Their culture was contagious – check out the video and feel it for yourself!