The Last Mile is a heartfelt tribute to arguably the most cherished car on earth as it goes out of production. Fx Goby takes us through the decades, telling both a personal and cultural history of our relationship with the iconic VW Beetle over its 80 year lifespan.

Rotoscoped using a traditional hand drawn technique, the film conveys the warm affection held by Bug owners and enthusiasts worldwide, depicting individuals and key moments in history who remind us of the car’s universal significance as a counterculture, pop and political icon.

Brief:

Rather than create a commercial aiming to launch something new, we were tasked with creating a film to say goodbye to one of the world’s most iconic cars. Our challenge was to craft a story with universal appeal to engage viewers in an emotional farewell which would be as loved as the legendary Bug itself.

Solution:

To honour the car’s rich heritage and ensure the story gained mass appeal, the piece focuses on a personal journey of one man and his relationship with his car throughout time. By capturing the story in live action before animating over the top by hand, all the emotion of a live performance was enhanced through careful design and a retro colour palette based on the original beetle range.

Cultural Context:

The film is full of nostalgic references to the Beetle’s heritage including ads like “Think Small” and “Lemon”, people like Andy Warhol and Kevin Bacon, and movies like Footloose, all tied together through a distinct visual language. The film was played at midnight on NYE at the turn of the century in Times Square in front of millions. An iconic cultural place to bid farewell to a cultural icon.

Volkswagen - The Last Mile

CREDITS

Laura Longstaff

Fx Goby

Rebecca Archer

Gold partners