VW x J Balvin
Carrying forward the legacy of the car that started it all.
Carrying forward the legacy of the car that started it all.
This is Rayo, J Balvin's red miniature Volkswagen Golf.
Before becoming a world-renowned reggaeton artist, J Balvin drove it through the streets of Medellín, Colombia, selling CDs and merchandise out of the trunk.
It helped give him his start.
So we thought, what if Volkswagen could do the same for others?
Before becoming a world-renowned reggaeton artist, J Balvin drove it through the streets of Medellín, Colombia, selling CDs and merchandise out of the trunk.
It helped give him his start.
So we thought, what if Volkswagen could do the same for others?
Rayo returned to do what it has always done: help artists get their start.
This time, by producing professional music videos for three emerging musicians.
Cami Sanabria's "Lighter"
Samur’s "DM"
Vibarco's "Hoodie"
Client: VW
Agency: the community
Role: Copywriter
social content, case study scripting, launch activation
Agency: the community
Role: Copywriter
social content, case study scripting, launch activation
