The new VW ID. Polo - Social Media Launch Campaign photographed by Patrick Stegmaier for Rethink Berlin

For the social media launch of the new VW ID. Polo, Patrick Stegmaier together with Rethink Berlin developed a visually charged campaign world shaped by cinematic lighting, futuristic surfaces and digital atmosphere.

“Over five nights, we created a wide range of social assets - both analog and digital - for the new VW ID Polo together with Rethink Berlin. Working side by side with DOP Andre Schaapen through a packed shot list made this an especially fun ride. Big thanks to my creative heads Patrick Skrypczak and Anna Glik, to Neverhappened.prod for the trust, and to the entire lighting crew for bringing the visuals to life.” Patrick Stegmaier

"The ambition for this project was never to create traditional automotive launch content. From the beginning, the goal was to build a social first visual world across multiple vehicle premieres that feels immediate, emotionally engaging and genuinely relevant to the platforms people spend time on. For us, realness played an important role throughout the process. Especially in a moment where feeds are increasingly shaped by overly polished visuals and growing AI fatigue, bringing something more tactile and human into the content felt incredibly important. Patrick Stegmaier added a distinctive layer to that visual language through his use of film photography and Super 8 during the Hamburg production. At the same time, it was important to deliver work that still sits within the world of premium automotive craft. For me, the strongest storytelling lives in the balance between emotional realness and the precision people expect from automotive." Patrick Skrypczak, Creative Director, Rethink Berlin

The visuals focus on the lighting, shape and silhouette of the new VW ID. Polo. Glowing LED signatures, diffuse reflections, translucent fabrics and reduced color palettes give the campaign a light, almost floating appearance. Positioned somewhere between graphic studio aesthetics and analog-looking light artefacts, the imagery stages the new ID. Polo less as documentation and more as an atmospheric visual experience.