Volkswagen Up!

Collaboration and innovation


Working in collaboration with Play Communications and Mediacom in Sydney we were involved in an exciting project to help launch the new VW UP! in Australia. The Rethink! Project was to provide consumers and car buyers a space in which they could experience and rethink the small car.

The concept incorporated teaming up with like minded business’ in Australia that lived and worked by rethinking business and the small space. Brand partners included:

  • Miss Chu’s
  • Gelato Messina
  • Tokyo Bike
  • Ammanda Talbot – Author
  • Small Spaces

Captiv8’s involvement was in two parts:

1. Content Creation ‐ To create a series of short films around each of the brand partners in collaboration with Mediacom.

2. Interactive Kinect Screen for the experiential space ‐ Using our Mocean technology Captiv8 designed & developed a custom Kinect application that showcased short film content and information about the car.

People visiting the space could step into a hot spot where the Rethink screen would then activate. Through map navigation via hand gestures a user could then activate various video content and information about partners and the car.





Storyboard & Treatment



Film Camera

Film & Stills Shoot


Post Production; Edit, Compositing & Grade


Print & Digital Display