Road Tales

Volkswagen wanted family car rides to be more imaginative and to keep children’s attention on the world outside. Together with Studio Kraftwerk and Achtung! (now Dentsu Creative), we created Road Tales, a geo-location storytelling app that turns Dutch highways into an interactive fairytale. I worked on it as UX designer and facilitated the workshops where we worked out how these stories could be told.

Each story starts from a base version by its writer. Your location makes it more specific, and a tunnel, for example, makes it richer. I designed that logic in workshops with developers, plus the flow and the prototype of the app. The app is simple on purpose. It runs in the background, and illustrations by freelance illustrators give every story its own personality. No two journeys are the same. Road Tales won a string of international awards, including Silver at Cannes Lions and D&AD recognition for experiential work and digital design.