Car culture runs deep in the Middle East. Across the region, car clubs have built tight-knit communities, each with a strong identity. Among them, the Golf GTI stands out—one of the most iconic and beloved cars, with dedicated fan clubs in every country.
More than just a car, the GTI has become a symbol of self-expression and Arabic heritage that transcends borders. It was time to give all the GTI clubs in the region an identity—one rooted in the language that unites them all.
Client: Volkswagen Middle East
Agency: Cheil MEA
Production House: Indistudios
Executive Creative Director: Ramzi Ibrahim
Creative Director: James Tan
Associate Creative Director: David Sanchez
Art Direction: Paula Zambrano
Copywriting: Ritabrata Saha, Debalina Chowdhry
Font Creation: Wael Morcos, Morcos Key
Graphic Design: Amina Khan
Arabic Copywriting: Hussein Kaddaha, Tamara Osman
Motion Graphics & Editing: Mark Robin Pinga, Laura Mahmoud, Emiliano Arganaraz, Maria Jose Rey
Sound Design: Sebastian Correa
Car Illustration: Jean Piero Montilla