The brief was to create a web experience that shows the car being built around the back seat and allows the audience to engage with the main features of the car. We had to utilise relevant technologies to continue the 3D experience online creating the first 3D microsite in India. The target demographic has no time, so the story needed to be immersive, impressive and clever with copy and interface design to draw the user in. We needed to create a story and experience that sold the car in under three minutes.

The ‘Advanced State of Mind’ campaign idea is about Nirvana through the perfect synergy of design, function, experience and performance. The interface design had to be simple, elegant and pure to reflect the campaign idea. We also needed to ensure it didn’t distract from the story. At every stage we looked to simplify, in design, copy, interactivity, etc.

The integrated campaign, TVC and site, was a hugely successful brand building exercise for Audi to the upper echelons of the Indian market. It generated a massive amount of column inches and was a creative game-changer for car advertising in the Indian market.