Break Free

Client: Volkswagen

Life gets bigger when you break from the herd.


In a world that’s constantly pushing people to conform, the Volkswagen Tiguan represents a break from the status quo, as an SUV that’s not the conventional choice. It’s a vehicle for people who know that living a bigger life starts with taking your own road, regardless of what everyone else wants you to do.

The Idea

We bring this mindset to life with “Break Free”, the story of a sheep who embodies every person who’s ever wanted to break from conformity and live life to its fullest. Directed by Bryce Howard, this spot follows our sheep’s journey, as she escapes the mundanity of her herd with a little help from the VW Tiguan, and goes on to realize her dream of becoming a dog.

Overall the spot is a celebration of the open-minded spirit that Volkswagen is championing with the relaunch of its “Drive Bigger” platform.

Muse by Clio — 05.27.2022
Volkswagen Breaks Free From the Herd in Latest Spot From JL
Adweek — 06.19.2024
VW and Johannes Leonardo Pivot From Crisis Mode to a More Humorous Tone
Little Black Book — 05.25.2022
Sheep Breaks From the Herd in VW Campaign from Johannes Leonardo

Next Projects

“Diamonds,” the new 60-second spot from Volkswagen, compares the company’s initiative towards a more sustainable future and the incredible pressure that elite athletes feel on a daily basis.
See project
Unwritten Rules
The Unwritten Rules of The Road, Written. 
See project