Shot in New York City, Donnie Dix is a tribute to the brashness of the 80s. Directed by Sascha Taylor Larsen and produced by Oliver Finley, it is a parody of the type of naive self-obsession which characterized this period in our cultural history. The main character, played by Eli Cusick, embodies the absurdity of an era filled with excess. He represents a particular type of machismo coupled with a total lack of personal accountability. In just over three minutes, Donnie Dix’s character arc unfolds as he moves from total self-assurance to an increasing self-awareness, then the self-doubt which ultimately paralyses him.
Donnie Dix is a representation of the collective consciousness of the late 80s based on the films, music, literature and cultural references we have been brought up with. This playful mood is reflected through Josh Herzog’s cinematography, Alex Hass’ lighting and Alexia Salingaros’ coloring. The feeling of the late 80s is also portrayed through Alexandra Ruggieri’s production design, which was influenced by old 1980s Ikea catalogues and postmodernist design. The styling choices of Gaby Sprenkle, who was inspired by iconic productions such as Miami Vice and The Lost Boys, also served to create the 80s vibe.
The singularity of this music video is that the whole concept stems from the lyrics, written by Taylor Larsen himself. These lyrics reflect a young man who exudes self-assurance, but underneath it all is riddled by self-doubt. Based on this vision, Taylor Larsen asked award-winning composer Eivind Hannisdal to create a sound reminiscent of Jan Hammer’s Miami Vice soundtrack but filled with irony. Hannisdal recreates an authentic 80s sound with live musicians, and Taylor Larsen’s humorous lyrics are further exaggerated by this use of the 80s sound.
Donnie Dix is currently touring across the international awards circuit, with the first screening taking place at the Academy Award® qualifying Norwegian Short Film Festival in Grimstad between June 8 – 12, 2022.
Director’s Notes : “The moral dilemma of Donnie Dix is very relatable. His struggle is the conflict between his belief in himself as a principled person and the harmful consequences of his actions. At the end of the day, it’s about questioning the foundation of one’s confidence. In Donnie Dix’s case, he imploded because he realized that he was more form than substance.”
The new ID.5 is the first electric SUV from Volkswagen. The Volkswagen electric offensive continues its advance with the launch of a new ID. family top model as part of the ACCELERATE brand strategy. Like the ID.3 and ID.4, the new ID.5 is manufactured at the Volkswagen plant in Zwickau and is carbon-neutral upon delivery to the customer.
DAVID MAURER directed the ‘Bunny Approved’ spot for the all-electric ID.5 from VOLKSWAGEN : “Really had a good time and lots of fun filming VW’s latest Easter egg: The all-electric ID.5 with its fluffy friends.”
“The ID.5 is electric, sporty and elegant. Our premium SUV coupé with all-electric drive marks another milestone in our ACCELERATE strategy,” says Ralf Brandstätter, CEO of the brand. “It offers locally carbon-neutral driving pleasure for a discerning customer group. We are breaking into a completely new market segment with this model.”
The new software generation 3.0 allows for over-the-air updates and activation of additional functions. This enables the ID.5 to remain up-to-date for a long time. All ID.5 engine types are powered by a large, long-range battery. A low drag coefficient of 0.26 (or 0.27 in the ID.5 GTX) increases efficiency and boosts the vehicle’s range.
“The ID.5 stands for the body style of the future: aerodynamic, expressive, sporty and, thanks to MEB, with short overhangs,” says Jozef Kabaň, Head of Volkswagen Design. “That’s how we have been able to ensure a spacious interior despite the dynamic roof line – this simply wasn’t possible before.”
By 2030, at least 70 percent of Volkswagen’s unit sales in Europe are expected to come from all-electric vehicles. That is more than one million vehicles. In North America and China, the goal is that at least 50 percent of unit sales come from electric vehicles. To achieve these goals, Volkswagen is launching at least one electric vehicle onto the market every year. The CO2 emissions per vehicle are set to decrease by up to 40 percent by as soon as 2030.
On its “Way to ZERO”, the company is planning to become climate-neutral by 2050 at the latest.
GoSee : vw.com & davidmaurer.com
ECD: Christof Deutscher
Senior AD: Dustin Przibilla
Senior Copywriter: Sara Rosset
Senior Agency Producer: Alexander Seib
Senior Account Director: Katharina Schulz
Camera: Noah Mittelstadt and Jona Schick
Editing: in-house by Jona Schick and David Maurer
Colors: Jona Schick