Case Study - Product Launch / Integrated Campaign
Volkswagen - The New Tiguan
The launch of the new Tiguan, built across a design film, a product film and a still-image campaign - “for all life’s journeys.”
Watch the full film
The challenge
A new-generation SUV launch needs to feel both premium and personal, and had to work across very different formats: design storytelling, product detail, and everyday life.
The idea
For the first time in the category, the campaign cast a female couple as the protagonist duo leading the launch - grounding the car in a real, contemporary life story rather than a spec sheet.
Eva’s contribution
Eva Povilauskaite led the project through Povilauskaite Studio, overseeing the concept development, production and implementation from the initial idea through to the final real-world execution.
Results & recognition
The new-generation Tiguan launched into continued strong global demand for Volkswagen’s SUV range. In 2024, the Tiguan was Volkswagen’s most popular SUV and the brand’s best-selling model worldwide, reinforcing its position as one of the company’s most commercially important vehicles. Tiguan remained one of Europe’s top-selling SUVs. The Tiguan has since surpassed 9 million units sold worldwide, establishing it as one of Volkswagen’s most successful models globally.
Full production credits available on request.
More from this project
Campaign production
The new Tiguan
