Our goal was to position Audi as a frontrunner in the luxury Canadian EV market and foster desire for their new Q8 e-tron model. To do that, we had to demonstrate its electrification without compromise—how the Q8 e-tron meets Audi’s high level of performance and prestige by elevating the EV experience.

We chose to shift the typical EV narratives around battery range and price by creating a more emotional connection to the Q8 e-tron—a feeling anyone who's ever driven a vehicle they love would be able to connect with.

We executed a first-of-its-kind test drive—using artificial intelligence to transform the visceral human reaction of experiencing the Q8 e-tron into stunning, A.I. generated art expressions.

These stunning A.I. art expressions of what it feels like to experience the Q8 e-tron formed the aesthetic and storytelling of the vehicle’s launch campaign, centred around the idea ‘Progress you can feel.’

Through a combination of wearable sensors, we captured the emotional responses of Coco Rocha—a pioneering digital supermodel known for her transformative artistry in fashion— during her first ever experience driving in the Q8 e-tron. We converted her data points into dynamic digital artwork, illustrating key moments like the awe of its design aesthetic, exhilaration from the vehicle's instant torque, and the tranquility of its luxurious interior—to showcase the vehicle's blend of performance, luxury, and emotional engagement.

The breathtaking A.I. artwork and Coco’s Q8 experience formed the aesthetic and storytelling points of our Q8 e-tron launch campaign across Cinema, TV, OOH, Social (FB, IG, Linkedin, Tik Tok) and a special VIP-only launch event hosted at Canada's iconic Royal Ontario Museum.

The campaign leveraged Coco Rocha's status as a digital supermodel and the Royal Ontario Museum's iconic stature in Canada, blending high fashion, cutting edge technology, and stunning art in a culturally resonant way. This approach ensured the campaign's relevance and appeal to our sophisticated, premium audience of current and new Audi drivers.

Overall, the Feel the Art of Audi launch generated over 20 million social media impressions, over 16 million traditional media impressions, and helped propel Audi Canada to the #1 spot in the luxury automotive category—their best sales year to date.