The aim of the “Special” was not only to describe the character of the new GTI, but to make the driving experience as fascinating as possible.

When the user enters, the special graphic and copy animation prepares him for an adrenalin rush: it increases the illusion of sitting behind the steering wheel and being taken on a speedy tour through neon-lit street gorges. The appearance of typo-animation motivates him en route to explore different descriptive fields (such as performance, design, interior).