A new electric model. A recognisable customer. A story built around change.

Electric vehicle launches struggle when they feel like spec sheets. The ID.3 represented a shift toward electric mobility, sustainability, and a new way of thinking about driving, but the standard dealership walkaround video could not carry that shift.

The campaign needed to feel credible, conversational, and values-led without sliding into greenwashing.

We produced a single interview-led film at the New Southgate branch. Managing Director Paul Tanner presented the 1st Edition ID.3 to Will, who spoke openly about the car, climate change, recycling and social responsibility. Product shots were folded around the conversation, not the other way around.

The strongest angle was trust, not technology.

Will Champion is a long-term Alan Day customer. That relationship, a recognisable public figure choosing to buy from a specific dealership over years, became the spine of the story. The ID.3 was introduced through someone who was actually buying one, not someone paid to read a script.