John Lewis - The Bear and Hare - 2013 Seasonal CGI Amazing coloured pencil drawings Tokyo City Symphony Luis Nieves - Baywood Red Light

2 April 2013

Audi's core values brought to life using CGI

Hi readers,

Today I would like to share with you a breakdown of Eyedream studios recent animation "Perfect Shadow" created for Audi's updated R8 Spyder. I am also going to have a look at how Audi commercials maintain a very distinct similarity and feel and try to explain some of the reasons behind this. So if you haven't seen the new animation then first you must watch the link below.

The new Audi R8 Spyder.

Perfect Shadow - Audi R8 Spyder Commercial 2013 from FUSE directors

So what did you think? Interesting, beautiful, confusing? In recent years Audi have been very clever with their approach to marketing their cars. Although they have a diverse target market, they have a range of cars to match. From everyday hatchbacks, executive saloons, luxury 4x4 to high end supercars, there is not a part of the automotive market that they do not have a car tailored for. So with every vehicle designed to meet a different set of needs, the importance of consistency achieved through use of brand becomes essential. Audi utilize a clearly recognizable visual style throughout their commercials to achieve this continuity. So let's see this style in practice? Below are a selection of commercials from across the Audi range which all utilize this consistency in style to reinforce the quality, excellence and exclusivity of Audi products . I may have got carried away with all the links but there are so many really great commercials that support the point I am trying to make.

 Audi A4 "Intelligently combined" 2009 Commercial

Audi R8 V10 2013 Commercial

Audi A1 "Millimeter" 2012 Commercial

"Audi Perfection" 2010 Commercial

Audi A6 2013 Commercial

Audi RS6 2008 Commercial

Audi A6 "Manipulation" 2010 Commercial

Audi A4 2010 Commercial

Audi A4 2000 Commercial

Reflective of Audi's own level of technical and design excellence, Audi describe their cars as "Beautifully engineered." This most descriptive part of Audi's brand value is intrinsic to their brand identity and can be seen in the selection of commercials through the clear emphasis on  attention to detail in the design and engineering of their vehicles. Audi's most famous strap-line "Vorsprung durch Technik", roughly translated means "Advantage through Technology". This emphasis on the fine balance between aesthetic and function is at the heart of the Audi brand and is further reiterated by Audi's use of the strap-line  "Innovation and Elegance".  

These are the core values that Audi live by and are at the heart of the product and lifestyle a consumer buys into. Audi don't sell cars, they sell a lifestyle, a fashion statement, a brand and membership to a exclusive club of Audi owners where style, good taste and excellence is simply assumed. 

Combining  advancements in CGI and strategically placed real life footage, Audi have been extremely clever in portraying this message.  

FUSE directors have recently released a break down of the new commercial "Perfect Shadow" created by Eyedream studios based in Paris as shown below. 

Breakdown of "Perfect Shadow" 2013 Commercial

This video shows the level of editing that went into each shot to get the final composition. Using Maya, Vray, Mental Ray, Nuke and After effects Audi were able to create an animation that is organic yet mechanical but one that also has a sculptural feel. By using CGI, this allows Audi to showcase the highly detailed and beautifully crafted components that go into all their vehicles. 

Although original in its concept, this animation still reflects the lifestyle, values and qualities Audi wish to portray and helps to create the required feelings of desirability. At no point do Audi focus on any aspect of technical performance because 0-60 times and engine size don't sell cars. Technical specifications open their cars up to comparison - they are levelers not differentiators. Audi promote the aspirational and intangible and play on people's desire for improved status. 

You can see more of Audi's work on their youtube channel.

I would love to hear your thoughts on this subject.

Thanks for reading.

Ryan Blackburn - Media Productions

No comments:

Post a Comment

Thanks for submitting a comment. Don't forget to visit www.sovibrant.co.uk to learn more about our work.