Volkswagen Atlas media drive

For the 2027 Volkswagen Atlas media drive, we challenged convention by choosing Huntsville, Alabama — an unexpected destination for automotive media.

Blending the city's tech-forward spirit with Southern hospitality, we transformed existing infrastructure, including Umbrella Alley, through creative design and lighting to bring the family SUV story to life. The result was a distinctive experience that surprised and delighted guests while reinforcing the Atlas brand narrative.

378+ million unique monthly views. 53 articles. 160+ social posts. One unforgettable media drive.