Scheduled for global release in 2024 (with an official China release date yet to be announced), the ID. BUZZ brings back the positive vibes of one of the marque’s most iconic models for the electric era. Bursting with unconventional charisma, with a signature smile on its front face – the ID. BUZZ is as photogenic as it is intelligent. Our photoshoot needed capture the model’s story for China, defining the cast, scenarios, shots, styling for a youthful target audience.
Volkswagen ID. BUZZ
Just electric
Reinventing an icon for the modern age, the ID. BUZZ microbus is a powerful symbol for Volkswagen’s pure electric ID. Family. Ahead of the model’s appearance at Auto Shanghai 2023, MetaDesign collaborated closely with Volkswagen in a stunning series of photoshoots for the ID. BUZZ.
Capturing warm moments of companionship and free spirit between friends in a beautiful setting where the urban city meets the sea.
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The Plot: Sunny and Free
Our photoshoot tells the story of a group of friends spontaneously stopping by the seaside after spotting a beautifully secluded skatepark.
Well-equipped thanks to the ID. BUZZ’s spacious interior and connectivity features, they enjoy a skateboarding session amidst a cotton candy sunset.
The Place: City Meets Sea
Extensive location scouting led us to Yantai on the coast of Shandong province, where a colorful boardwalk snakes along the coast of the Yellow Sea.
Several shot spots were selected, with vivid orange walkways, minimalist but modern structures and neutral brick paths giving the scene character.
The People: Authentic characters
Our cast is sporty and chic, exuding an effortless, carefree attitude. As an 7-seated people mover, the ID. BUZZ photoshoot involved a wide cast of characters to celebrate traveling and exploring with friends.
The Product: Crisp and precise
Detailed images showcase the ID. BUZZ’s array of intelligent features and technologies. Showing genuine and realistic interactions with technology. Capturing unique perspectives that communicate features such as the model’s spaciousness in a compelling but clear manner.
Revealed alongside the ID. BUZZ during Auto Shanghai 2023, the new images have established the foundation and helped define a new look and feel for Volkswagen’s pure electric.
“We had been looking forward to photographing this car in China for a long time! The design is so iconic. For the ID. BUZZ, it was all about moving people together and telling an authentic story of fun, spontaneity and socialising - one where the car plays the role of fellow traveler,” said Sally Anderson, Creative Director of MetaDesign China.
Credits
Photographer: Tracy Dai
Executive Producer: Nancy Wang
Producer: Yang Yang
Retouching: Digitalis Leben
Production House: Black & Cameron
Client: Volkswagen China
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Contact MetaDesign Beijing mail.bei@metadesign.com +8610 85 88 32 58
