Volkswagen
ID Buzz
- Design
- VFX
- Original Content
- Color
Reigniting the love for a reimagined classic
The original Volkswagen microbus is a movie-moment culture icon. Few vehicles hold as much cultural significance. A symbol of freedom, adventure, and self-expression, the VW microbus’ classic, distinct two-tone design is forever linked to the counterculture movement and the cinematic moments that road trips are made of. But nostalgia alone isn’t enough to spark excitement for a new generation.
How do you make people feel that same nostalgic warmth for a modern, fully electric reinvention? How do you revive a beloved classic while propelling it into the future?
Preymaker was approached by advertising agency, Johannes Leonardo, to answer these questions. Bringing an iconic Volkswagen campaign to life, Preymaker and Johannes Leonardo launched Volkwagen’s brand new ID Buzz in the USA - one of the most anticipated cars in automotive history.
Johannes Leanardo developed an award-winning campaign that simply captured the original spirit of the beloved Microbus. A witty, less-is-more approach to copy set the tone for the stand out 360 campaign.
A Full Scale Design Production Partner
Preymaker was approached by advertising agency, Johannes Leonardo, to answer these questions. Bringing an iconic Volkswagen campaign to life, Preymaker and Johannes Leonardo launched Volkwagen’s brand new ID Buzz in the USA - one of the most anticipated cars in automotive history.
A key challenge in launching the ID Buzz was ensuring that it was portrayed with absolute authenticity. To create a photoreal, digital duplicate of the car, Preymaker had to create it from scratch—without access to CAD data.
Recreating an icon down to the finest details
The team conducted a high-resolution photogrammetry shoot, capturing every curve, texture, and detail to reconstruct the ID Buzz with complete accuracy. Every element, down to the wheel nuts, had to be flawless. This painstaking recreation was essential for high resolution digital workflows, allowing the ID Buzz to be animated and showcased from any angle and seamlessly integrated across media formats.
Whether on a towering digital billboard or a mobile ad, the vehicle had to look identical across every medium and platform, and perfectly represent the new ID Buzz.
The Power of Colour. A Visual Identity Rooted in History
As Volkswagen embraced the EV industry with this new model, Preymaker understood the importance of making this step, into the electric vehicle ecosystem, something that feels known and familiar to drivers. “Our intention was to make the campaign as recognisable and clear as the original bus,” said Jonathan Santana, executive creative director at Johannes Leonardo. The campaign was grounded in a two-tone approach to visuals: a nod to the memorable paint job of the original Volkswagen microbus and its descendent, the ID Buzz.
Creating a visual link between the familiar comfort of the past and a brand new EV future, Preymaker used four iconic tones: Cabana Blue, Mahi Green, Pomelo Yellow and Energetic Orange. The graphic execution for the campaign was grounded in this ownable, distinctly Volkswagen, visual language. The signature split-tone paint job became the perfect canvas for announcing the vehicle’s arrival in the electric era.
Maintaining consistent colour representation across different formats was key. Preymaker’s intensive research, into the various colour displays and print technologies, was critical to the launch campaign.
50+ unique designs assets deployed across 256 locations nationwide
These colors were expertly replicated across media as an unforgettable fleet of ID Buzz vehicles went on the move, across media spaces in the USA. The flawless continuity across every billboard, social post, and interactive experience resulting from the team’s meticulous work matching colour swatches in print and digital displays.
With over 50 unique designs, deployed across 256 locations nationwide, the campaign had to remain unmistakably Volkswagen no matter where it was viewed. This dedication to colour fidelity wasn’t just about aesthetics, it was about capturing the emotional essence of the original bus. The ID Buzz, like its predecessor, had to be instantly recognisable.
An Icon in Motion. Animating the ID Buzz
The clever use of motion set this campaign apart. A series of thoughtfully-timed graphics, interacting across the USA’s most iconic skylines, captured the lively essence of the ID Buzz.
Mischievous copy like, The bus you missed is just around the corner, gave Preymaker the launch point for play. An orchestrated series of perfectly-timed headlines and visuals conveyed the ID Buzz on the move. Strategically deploying multiple screens around corners, Preymaker created the illusion of the VW ID in motion - especially on NY's 42nd Street & 8th. The scale, timing, and aspect ratio of every animation was fine-tuned to ensure the storytelling unfolded naturally across displays. Preymaker fittingly brought the ID Buzz story to life in motion - engaging viewers with a sense of momentum and fixing the identity of the ID Buzz as four wheels of fun.
After winning a D&AD graphite pencil award for their campaign work on the ID Buzz, Preymaker endeavoured to go even further and bring the joy of driving an ID Buzz to life, in Buzzland: a game inspired by the vehicle’s adventurous DNA.
Beyond Advertising. Building the World of the ID Buzz
Buzzland is a dynamic virtual environment where users take the wheel of their own virtual ID Buzz and embark on a personalized adventure. Developed in Unreal Engine, this interactive experience allows players to navigate diverse terrains, from lush forests to arid deserts and bustling cities to quiet countryside roads. Players can customize their ID Buzz with upgrades, solve puzzles, and complete challenges tailored to the vehicle’s capabilities. Whether off-roading through rugged landscapes or helping virtual locals with quests, Buzzland offers an engaging, immersive way to connect with the ID Buzz. This level of interactivity wasn’t just a gimmick—it reinforced the campaign’s core message. The ID Buzz isn’t just a vehicle; it’s an experience, a way of life, and a bridge between past and future.
Through a fusion of innovative design, masterful animation, and immersive experiences, Johannes Leonardo & Preymaker’s work on the ID Buzz campaign didn’t just announce a new vehicle—it reignited a cultural movement. As Volkswagen continues its journey into the electric era, this design work made one thing clear: the bus is back, and it’s here to stay.
Press releases
Credits
11
Simon Chénier-Gauvreau
VP of Creative
René-Charles Arseneau
Creative Director
Ève-Marie Boutet
VP of Client Partnership
Chloé Guilmette
Senior Client Partnership
Christina Meunier
Executive Producer
Ariane Baril
Producer
Emmanuel Mauriès-Rinfret
Director
Pierre-Alexandre Bouvier
Editor
Simon Chénier-Gauvreau
Photographer
Jean-Michel Simard
CGI Artist
David Duchesne
Motion Designer