The Stroller

Why

Volkswagen's driver-assistance technology was easy to describe and hard to make people feel. We needed a way to make brake assist tangible — and worth sharing.

What we made

Someone joked on Facebook that VW should put its automatic braking on a baby stroller. So we built exactly that: a real, engineered stroller with adaptive cruise control and automatic braking. The audience's comment became the product.

The Making Of Notes

From the film that responded to the comment to the "Demanding Family" and "Demanding Dad" commercials, the work stayed playful and human — an honest idea that kept giving across social and TV. It was my first big project, and it set the pattern.