VW Forever Golf Campaign

What started as a casual conversation with the incredibly talented Nomfundo Myeni became one of the most meaningful campaigns I’ve had the privilege to be part of. From that first chat to the final day on set, every moment felt intentional—and unforgettable.

It all began with a visual from this very site, Abolova.com. My photography style is rooted in identity, culture, and everyday Black South African township life. Those visuals sparked a simple question: What would this look like through the lens of the VW brand?

Fast forward, and there I was fully immersed as both photographer and art director on what would become the Forever-Golf campaign.

The idea was simple, but rich: explore the lifestyle and legacy of the VW Golf, from the iconic Mk1 to the newly launched Mk8. The insight? Every generation of the Golf has been nicknamed by South Africans—unofficially, but universally. From the Mk1 “Rabbit” and “VR6” to “007”, the people have always spoken. This campaign set out to honour that legacy and give the Mk8 its own name, from the people, for the people.

This all came to life as an 8-part docuseries directed by the incredibly talented FRO SANA, capturing real stories from real Golf drivers across generations. Through these narratives, we celebrated how the VW Golf is more than just a car, it’s a cultural thread woven into South African life.

I loved every second of this project. Not just for the final product, but for what it stood for: collaboration, culture, and creativity that felt deeply personal.

Forever grateful to have been part of this one.
Thanks, Nomfundo.