Author: Douglas Sonders

The unique challenge of creating an artistic series to launch the VW Arteon

Douglas Sonders – Volkswagen USA reached out to me with an incredible opportunity. They offered to send me one of the first VW Arteons in the United States, which is their newest flagship sedan, and asked me to create an art series around it. The goal was to create around 8 final images, print them out on giant 8 foot long archival paper, and present them during a museum show for the Arteon’s public debut in the United States. The project was a unique challenge for a few reasons. One, they gave me nearly complete creative freedom on what I would create (as long as it included the car). This essentially never happens. Second, they wanted the images to be unique and not look like a normal car catalog ad campaign. Third, I had never printed my images out this large before (other than billboards). The viewers would be within inches of the giant prints in a museum environment, so quality and color reproduction were going to be incredibly crucial. When coming up with the concept …