Presented by Volkswagen

VW & Lucasfilm Join Forces With special guest Doug Chiang, Executive Creative Director at Lucasfilm

Mar 11, 2023

10:00am – 11:00am CT

Hear from Academy Award®-winning artist, author, and production designer Doug Chiang, Volkswagen CMO Gilbert Heise and The Walt Disney Studios Executive Ty Ervin, on how recent Volkswagen and Lucasfilm collaborations have come to life. This includes a first look at the two companies latest campaign, which celebrates the release of The Mandalorian Season 3, currently releasing episodes weekly on Disney+.

VW first joined forces with Lucasfilm in May 2022, when their global campaign for the launch of the all-electric ID Buzz was released in collaboration with the Disney+ limited series ‘Obi-Wan Kenobi’. The campaign featured their brand ambassador Ewan McGregor, who was also reprising his leading role in the series, in custom content made in collaboration with Lucasfilm & Industrial Light & Magic. The two companies also launched a vehicle design collaboration between VW designers and VP & Executive Creative Director at Lucasfilm, Doug Chiang. The custom vehicles were unveiled for fans at Star Wars celebration in Anaheim last year.

VW and Lucasfilm continued to evolve their work together, later collaborating for the release of Andor, a Star Wars series that released on Disney+ in September 2022. The content piece created for the campaign showed how with the ID 4, consumers could drive today what rebels will fly tomorrow.

On this panel, hear about the latest collaboration as VW celebrates the release of The Mandalorian Season 3. Hear from Doug Chiang about the currently unreleased Mandalorian Season 3 design collaboration, and from Gilbert Heise and Ty Ervin on how this latest collaboration has come to life.

Closing out this panel, Gilbert Heise will speak to Kevin Lane Keller; Professor of Marketing at the Tuck School of Business at Dartmouth College, about how strategic partnerships have been beneficial for brands and what the future of innovation-driven partnerships looks like for the automotive industry.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Doug Chiang
Doug Chiang


photo of Ty Ervin
Ty Ervin


photo of Gilbert Heise
Gilbert Heise


photo of Kevin Lane Keller
Kevin Lane Keller

Dartmouth College Tuck School of Business

photo of Cynthia Littleton
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