Behind The Scenes

Six production companies had three weeks to create short films for Arnold in Boston that highlight each of the Passat’s 120 features, which began going up on Volkswagen’s Passat site last month. Production companies including Curious Pictures and Brand New School, both in New York, each contributed about 15 seconds of film representing a Passat feature. In one, side curtain airbags are demonstrated by a man with an Afro getting hit on the side of his head with a ball. The hardest part of putting the films together was coordinating with production companies while shooting 10 commercials for VW at the same time, says Arnold CCO Ron Lawner. But it worked out thanks to the energy put in by the production companies, he says. A viral option that allows viewers to e-mail the shorts was introduced last week.