After the January 2025 Palisades fires, a powerful AP photo of a 1977 Volkswagen Bus—nicknamed Azul—standing almost untouched in the ashes inspired a year-long documentary project. As Lead Producer for Volkswagen’s in-house production team, I oversaw the entire production from February 2025 through launch in November, working closely with Social, Creative, our Production Agency, Experiential, PR, and the two Volkswagen master mechanics who rebuilt the vehicle.

We created a full content strategy and documented every step of the restoration, traveling regularly to Los Angeles throughout the year. The final work included a cinematic long-form hero film and a three-part social-first series featuring interviews with Azul’s owner, its former owner, an LA County firefighter who fought the fires, and the technicians who brought the bus back to life.

The campaign drew national attention, earning coverage from CNN, NBC, CBS, The LA Times, and more. Azul debuted at the LA Auto Show and is now on display at the Petersen Automotive Museum. This project reflects my ability to lead complex, emotionally driven storytelling across long-form and social platforms—taking a project from initial concept all the way through final delivery.