Audi EV campaign stars 3 pioneers of ‘Living Progress’
The trio of ads features stars celebrated for breaking the mold.
Celebrating Audi’s new electric range of cars, the latest campaign from the automotive giant draws parallels between the stories of astronaut Chris Hadfield, architect Omar Gandhi and Bryon and Dexter Peart, founders of sustainable home goods brand Goodee – all of whom are pioneers in their individual fields.
Set in a neutral studio, the car is at the center of the campaign as each individual examines it. Tying in the experience of the talent, director Ross Allen and producer Ben Chick, alongside director of photography Mitchell Baxter of Good-Idea were tasked with honing the visual approach to showcase these engaging stories in a way that takes viewers on a cinematic journey.
To best engage the talent, director Ross Allen interviewed them on topics they’re passionate about, looking out for authentic connections between their stories and the key characteristics of the car to highlight how there’s more to the cars than meets the eye. Encouraging the contributors to carefully examine and interact with the design and engineering, the team aimed to capture an atmosphere of curiosity to draw the viewer in.
As Allen, co-founder and partner at Good-Idea, comments: “Good-Idea is passionate about story. We focus on blurring the lines between commercial and narrative. Our aim is to make the audience feel something and I hope we did with this campaign. We’ve built a great relationship with Audi, and we knew they’d trust us to focus on what matters and have a clear plan to execute. That helped us elevate the campaign, creating scale, tension and intrigue; ultimately landing the idea in the editorial.”