Audi approached us with a dark and dramatic idea for their new catalogue – a technical look in a virtual world, to emphasise the high level of intelligence in the cars’ systems.
We created a futuristic architectural vision to set the cars in, underscored by abstract, rhythmic patterns of pixels, dissolving and coalescing.
Enjoy an epic trip behind the scenes in our video, from initial research, via glimpses into the technical elements to fly-throughs of the individual images. Or delve into further details below….
Further details from the technical point of view:
Richard Jenkinson, CGI Artist at Recom Berlin, tells how we handled the creation of the geometry and distribution of the pixels in 3D:
Once the point clouds were created using Photoscan, we imported them into Maya to make the initial models. Then we worked on grid patterns – enjoyable but surprisingly challenging to keep convincing.
Once we’d made the grid patterns to represent pixels, we made a build up for each area, so the retoucher could add or remove density where required. Then…rinse and repeat, eleven times.
1. Initial pixel distribution for the ‘Tunnel’ image:
Jonas Braukmann, CGI Director at Recom Berlin, filled in further detail on moving from the three-dimensional model to the two-dimensional finished product. As a big project with eleven images, this demanded maximised flexibility so we could work closely with the creatives at Kolle Rebbe on individual areas within each one.
“We needed control over pixel density in certain areas, to keep the illusion of natural flowing pixels, whilst keeping realistic vanishing points. The ‘rule of proximity’ was a big challenge – we needed different density levels and subdivided pixel layers in different levels of order and randomness.”
The catalogue, the first for the new Audi A5 coupé and S5 coupé design, is now in use throughout Germany.
Agency: Kolle Rebbe
Creative Director: Jörge Dittmann
Art Director: Markus Kubicke
Photographer: Markus Wendler, represented by Tim Michel
CGI Director: Jonas Braukmann / Recom Berlin
CGI artists: Eugen Albrant, Richard Jenkinson / Recom Stuttgart & Recom Berlin
Post Artists: Jonas Braukmann, Jonathan Clarke, June Lee / Recom Berlin
Art Buyer: Kathrin Grün