Cannes Lions

AUDI A3 SPORTBACK. WELCOME TOMORROW.

VERBA, Milan / AUDI / 2015

Film
Case Film
Film
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

The commercial shows a man approaching and discovering Audi A3 Sportback. The various technologies the car is equipped with are highlighted by an interactive installation consisting of robot arms and giant circular disks. The projection of images onto the disks as they move around the car creates the illusion for the viewer that the disks are magnifying glasses, revealing the car’s individual features. At times the lenses give us an X-ray view of the car, at others they show it to us next to images explaining what Audi A3 Sportback offers the driver.

Execution

Everything shown in the commercial is reality, as captured by the video camera, with no post production. The technique is projection mapping on moving objects, with the video camera itself in motion, synchronised with the action taking place in front of it. As far as we know, this is the first time that the technique has been used to produce a TV commercial.

Outcome

The data about individual technologies was the driver of the creativity and the inspiration behind its realisation. Because Audi A3 offers a concentration of innovative technology, an equally advanced technique was used to produce the commercial. The reality captured by the video-camera is the result of the most advanced form of projection mapping, involving moving objects and with the camera in motion too. This campaign represents the first time that this technique has been used in a TV commercial. The projections and the movement of the objects and the cameras are perfectly synchronised, just like the technology onboard Audi A3.

Similar Campaigns

12 items

1 Cannes Lions Award
LAND ROVER - DRIVE RESPONSIBLY

TBWA\ISTANBUL, Istanbul

LAND ROVER - DRIVE RESPONSIBLY

2017, LAND ROVER

(opens in a new tab)