Audi

That is Gonna Leave a Mark. Audi for the Spanish Derby,

On Saturday December 10th, the Spanish Derby will be played in Santiago Bernabéu Stadium, Barcelona. The match between Real Madrid CF and FC Barcelona is sponsored by Audi who wanted to promote the event with an integrated campaign connecting both online and offline touch points. The campaign was present in all the traditional spaces from print to broadcast, but this video makes it for me. This is the “How They Made It” video showing exactly how they created the illustration for the posters, and ads.

It’s pretty impressive.

Agency: DDB, Spain
Client: V.A.E.S.A – Audi Spain
Product: Sponsorship Real Madrid CF – FC Barcelona
Executive Creative Director: Fernando Barbella
Creative Directors: Jaume Badia, Alejandro Arriagada
Art Directors: Silvia Cutillas, Aldo Ferreto
Copywriter: Javier Nuñez
Production Company: Monkey
Director: Blai Graell

Audi – Vorsprung durch Technik

Over the last couple of years Audi has been making a push to really differentiate itself from other luxury German car brands like BMW and Mercedes. They have produced a number of commercials that pushed lifestyle over engineering, but in the last six months or so Audi seems to have reversed course.

The latest TV spot they have released pushes Audi’s engineering to the front with high tech computer graphics, a color pallet that reflects the brands understated cool, and a look that promotes the technology in each car.

Produced by Razorfish, and directed by Ole Peters this 30 second spot has a nice blend of 3D computer graphics and live footage. It’s subtle and refined and makes an understated point about the quality of the cars and the 100 year old brand. Art Director Sven Gesner nails the look. Everything about this ad solidifies the Audi brand.

“Sharper Drive”, and the “Making Of” for Audi.

There is a new ad for Audi that was produced by Parasol Island titled “Sharper Drive”. The video seamlessly blends live action video with CG to create a fluid spot for the car, where it races across a dry lake bed that dissolves into ribbons of paper  that look like highway overpasses.

The video is color-graded with a desaturated overly that washes out the color and adds a level of atmosphere that I guarantee wasn’t in the original footage. Posted below is the original spot along with the “making of” spot, which if you are like me you’ll find fascinating as well. Oh and the making of video, the production values on it are every bit as good as the finished “Sharper Drive” ad. (the making of video gets really good at about 1 minute 30 when they really start showing how it is put together.)

Hat tip to the folks at Parasol Island, and the Agency Philipp & Keuntje. Full credits are listed below the video clips.

Agency: Philipp & Keuntje
Creative Director: Diether Kerner
Art Director: Jan Gericke
Producer: Sandra Niessen, Axel Leyck

Production: Parasol Island

Making of

Camera: Charles Bals, Denis Guth
Editor: Denis Guth

Director: Philip Hansen, Danny Ruhlmann
DoP: Danny Ruhlmann
Executive Producer: Moritz von Schrötter
Senior Film Producer: Lena Breidenbach
Post Producer: Niels Rinke, Lena Breidenbach
Service Production: Slim Pictures L.A.
Service Producer: Tom Weissferdt
Precision Driver: Mike Johnson
Heli Pilot: Peter McKernen

Editor: Nathalie Pürzer
Conform & Finishing: Stephan Krause

Executive Creative Director: Charles Bals
Creative Directors: Oliver Navarro, Hans Schultheiss
Designer: Sebastian Onufszak, André Ljosai

Previz Artists: Dino Figuera, Oliver Navarro, Philip Hansen

VFX Supervisor: Philip Hansen
Lead Animation Artist: Dino Figuera
Scene Setup: Dino Figuera, Paul Dreisen, Kay Poprawe, Joschka Herrlich, Robert Joosten
TD: Dino Figuera, Robert Joosten, Dirk Bialluch
Senior Lighting/Shading Artists: Christian Wallmeier,Paul Dreisen, Kay Poprawe, Oliver Markowski,
Lighting/Shading Artists: Joschka Herrlich
Texturing Artist: Bardia Afchar
Lead Compositing Artist: Gregory Chalenko
Compositing Artists: Jonas Uebelin, Falko Paeper, Sascha Reinholz, Elmar Weinhold,
Junior Comp: Fabian Grodde, Wilfried Kaiser

Lead Matchmoving: Christian Wallmeier
Matchmoving: Sascha Reinholz, Elmar Weinhold, Falko Paeper, Wilfried Kaiser

Typography / Motion-Design: Heike Mauer
Music: Jonathan Wulfes

Branding Audi with Audio.

This video from Audi, shows just how far they are willing to go to build the ultimate brand experience. I work with video and audio all the time, and when I saw this it made me really step back and think about how audio effects specific brand experiences. The way an automobile sounds is as visceral as the way it looks and handles on the road. When you watch this video, you might think it is a bit extreme, but at the same time, if you want to experience an Audi R8 in Dolby 5.1 surround sound, this is the way you go about it.

A Day in the Life of an Audi Driver. Allan McNish, on Driving Le Mans.

This being Memorial Day weekend, there are a few traditions that happen every year. The Indianapolis 500 is run, and people all over America bar-b-que and hang with family. This is for all the racing fans out there. If you watch the Indy 500, I know you will appreciate this video for that is currently at the Audi Channel on YouTube.

Audi has created a new  video titled “A Day in the Life of an Audi Driver”. It has a really nice stylized look and combines video, animation, motion graphics, and CGI work to create a great 3 minute story that encapsulates what driving Le Mans is like. Audi’s video shows Audi Team Joest driver Allan McNish talking about the hundreds of people and hundreds of hours that go into planning for the 24 Hours at Le Mans race.

As I meantioned earlier the video currently lives at Audi’s YouTube channel but will be broadcast to the world on May 28 during Saturday’s UEFA Champions League final soccer game.

The 24 Hours of Le Mans takes place June 11-12 at Circuit de la Sarthe in France.

 

Sam Brown’s Audi A1 TV Spot. Love It.

Most car commercials leave me pretty cold. There is nothing wrong with the way they are shot, edited or produced, per say it’s just that they are for the most part formulaic and boring. There are exceptions to the rule, but for the most part it is the typical “Professional Driver, Closed Course” thing with sexy shots of the car going really fast and trying to make you feel that you would be a bad ass if you bought said auto. Maybe this is why I am digging this new spot for the Audi A1 directed by Sam Brown for BBH London and Rogue Films.

First off the commercial is shot so well, and looks absolutely stunning. Then there is the fact that Brown has taken a bunch of shots that have nothing to do with the car, but leave a lasting visual impression which kind of sells the ad. The whole thing is then punctuated at the end with a brief tag line for the car. Brown uses a reduced color pallet of simple black and white tones with a splash of red at the very end which highlights the A1’s two tone color scheme.

Carbon Fiber Skis from Audi.

It’s been a long time since I have been skiing, but if Audi actually produces these skis I might have to start again.

Weighing in at 200 grams less than the nearest competitor, these 960 gram skis are made from signature Audi design materials. Carbon Fiber and Aluminum. The skis feature a wooden core which is wrapped in layers of aluminum, then titanium and followed with an exterior wrap of carbon fiber. The final result is a very strong light weight ski.

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“Carbon and aluminum are central elements in Audi design — these exclusive materials underscore the outstanding quality of our cars…thanks to its ideal combination of strength and light weight, carbon is used in motorsport for components that need to withstand the high stress loads yet must also be light in weight,” Dr. Wolfgang Ullrich, Audi Motorsport.