Roadtrip Frankfurt

Last tuesday at 2 o’clock in the morning Roger Muskee, Ronnie Zeemering and me drove off to Frankfurt for the IAA, the biggest stage for the car industry in the world. We wanted to make a video that didn’t just rehash the presentations, the concept cars and the booth babes, but an impression of what cars are and what the auto industry is today. So our Ford S-Max became our time capsule in travelling and the Messe became our microcosm of the market economy. The result is as confusing as real life.