For the launch of the new Volkswagen ID.3 Neo in April 2026, Frithjof Ohm and PRETZSCH were responsible for the complete visual execution of the campaign. The imagery was produced in South Africa with Cape Town Productions for Grabarz & Partner.
The new ID.3 Neo further develops Volkswagen's "Pure Positive" design philosophy. Featuring a refined design, enhanced digital comfort and a fully electric drivetrain, the model represents the next evolution of the ID. family, combining sustainable mobility with everyday usability and contemporary design.
In keeping with the campaign concept, all visuals were captured entirely in camera, using available light, real locations, authentic talent and the actual vehicle on set. The result is a series of honest and approachable images that convey both the positive spirit of the project and the character of the car itself.
"The new 'Pure Positive' design philosophy could just as easily have been the headline for this project. Pure, as every shot was captured 'in camera' with available light, real talent, at real locations, featuring the actual car on set. Positive, as a great team of wonderful people made it a blast," says the team.
Frithjof:
"Graffiti was my first means of artistic expression. It was the early ‘90s, and I was working as a model-maker by day and getting deep into the Hip Hop scene by night.
So I kicked my photography career off by documenting street art, and shooting concerts and album covers. The quality of my work caught the attention of some of the top photographers of the time, who hired me as their assistant and fine art printer. I enjoyed traveling the world with them for several years.
Finally, in 2005 I set out on my own, specializing in people, automotive and sports photography."
Matthias:
"After graduating in advertising management, I first explored my profession as a Project and Event Manager for a variety of top agencies in Hamburg.
From 2004 to 2011, I benefitted from the great opportunity of working with renowned German photographer Mats Cordt. There, I found my passion and expertise: producing international photography projects for a wide variety of premium international clients.
It was there that I also got to know Frithjof as a creative talent and friend."
Today Frithjof Ohm + Pretzsch is a symbiotic partnership: the coming together of a generalized specialist, and a specialized generalist.
We create powerful images by channeling the raw energy of artistic talent via an effective production workflow.
GoSee : frithjofohm.com
