In Driver, Audi takes a leap forward in time. The spot paints a vivid picture of a possible future around our protagonist who becomes distracted as he engages with the artificial intelligence that drives his car and runs his home. As he engages with the siri-like voice, a wistful nostalgia creeps in and he is reminded of days past. While he embraces the ease, safety, and convenience of a driverless world, he has an itch that needs to be scratched. The driver jumps into a vintage Audi, one of the last great gasoline-powered, human-piloted sports cars, built way back in 2018 and jolts himself back to life as he roars down a now abandoned highway.

Sleek. Composed. Settled. Everything about our protagonist’s universe is impeccable and perfectly curated, but, is it desirable? In its unchallenged perfection has it become the very imperfection he needs to escape? The opportunity to convey that erosion of joy from a harmonious, controlled future world was achieved through a multitude of visual choices. The cinematography had to convey the comfort and calm that artificial intelligence and technology offered, versus the imminent emotional explosion of a man desperately needing to just feel something again. A caged creature let loose. The power of the camera angles, style and grading really afforded us the opportunity to tell a visceral story of longing. The release of the driving experience was palpable through the camerawork.