No actual cars appear in the latest advert from Audi with the car brand tuning to CG to introduce the all-new RS 3 Sportback and R8.
Working with BBH London the cinema commercial – ‘Birth’ – sees the R8 giving birth to the most recent member of the RS family. Created entirely from CAD data, the production team was assisted by Hollywood director, Rupert Sanders, who counts the 2012 box-office hit Snow White and the Huntsman amongst his films.
“The metaphor of the Audi R8 literally giving birth is visually striking but the comparison is also highly appropriate,” explained Nick Ratcliffe head of marketing for Audi UK.
“All of the characteristics synonymous with the R8 can be seen in the stunning new RS 3 Sportback and it is this DNA that makes Audi Sport so special. The ad is a simple idea that has been executed brilliantly to perfectly capture the communication objectives for the RS 3.”
BBH London worked alongside director Andrew Proctor of Mill+ on the film as well as a team of VFX artist from Mill+ London and Los Angeles studios.
Ian Heartfield, creative director at BBH, commented: “The Audi R8 has become a legend, synonymous with killer performance, state of the art design and a distinctive soundtrack. The task was to find a confident, bold and exciting way to tell the story that these legendary attributes live-on in all Audi Sport models.”
Mill+ director Andrew Proctor added: “My visual effects knowledge allows me to create for myself and gives me a direct channel from my mind to the screen, so I started by creating a futuristic hybrid of an engineering plant and medical bay for the R8 to sit in… The aim was to create an environment, which looked like a slick machine, making the room part of the story as though almost nursing the car.”
The film will run online and in cinemas from the end of April 2015 with Mediacom handling planning and buying.