Alan Pafenbach Creative Direction
   

Work.
Here's some my most recent work. Enjoy.

PASSAT LAUNCH: "120 STANDARD FEATURES"

PassatThis campaign was developed to launch a completely redesigned version of the Volkswagen Passat, the car with the most universal appeal. Video taped interviews revealed rather that drivers were well aware what the brand stood for. They were attracted to the car on a more personal level. Focusing on specific features they found particularly interesting. Our message: the car is the sum of it's parts. The Passat have something for you.


YAHOO! GLOBAL REBRAND: "BE A BETTER "

As the number one destination on the web, Yahoo! is literally "all things to all people". With so many business units in so many places marching to their own drummer, the brand was too open to interpretaion. The challenge was to articulate a specific core benefit with compelling promise, that trancended, departments,borders, cultures ad languages. The solution, focus on why people turn to the web. Self improvement.

JETTA LAUNCH: "ALL GROWN UP. SORT OF. "

What do you do when your client makes a sporty, perennial favorite, the Jetta, bigger, more luxurious and um..more expensive. We decided to focus on what has changed, the physical car, and what had not, the youthful irreverant attitude. This multi-media campaign showcased the new Jetta as just the ticket for the Volkswagen driver whose needs had outgrown the current Jetta.

SMIRNOFF VODKA DIGITAL PITCH: "THE PERFECT MIX "

I'll tell you right off I didn't win this one for OgilvyOne New York, but I'm really proud of the work. Smirnoff is a brand with a great heritage and a great story. Unlike modern vodkas Smirnoff was part of the cocktail revolution when vodka was supposed to be the beginning of a great cocktail. Clean and highly purified it's the perfect mixer. We thought that was the basis of a great Web 2.0 digital campaing. After all isn't social media about mixing well with others?

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CAMPAIGNS
Passat Launch
Jetta Launch
Yahoo! Rebrand
Smirnoff Digital Pitch

BRANDS
Volkswagen
Yahoo!
McDonald's

MEDIA
Television
Digital
Print
Experiential
Collateral
Radio

GREATEST HITS:
Jerry Garcia T
Speed Racer
Turbonium
Sunday Afternoon(Dadada)
Milky Way (Pink Moon)
Mr. Roboto
120 Feature Films