Dark matters in this dramatic Audi campaign. We created still images in a huge variety of media formats, and also animated cinemagraphs.
From the early bidding stages onwards, our London team was heavily involved in the technical realisation of both still and moving imagery. This was some of the most intense post-production work we’ve been involved with and we are all very proud of the final results with their unique mix of realism and epic style, inspired by movie posters.
The biggest challenge in these shots was that the usual process was reversed. Normally, a car is shot on a location that is as physically similar as possible to the final backplate, and the original plan was photograph the car on the site. However as the Q8 is a completely new Audi model, with only a handful of prototype cars in the world, there wasn’t one available for the shoot in Scotland. So for these images, the backplates had to come first. Ben Stockley started out by capturing cityscapes in Scotland and London which we used to make initial compositions.
With the backplates shot, post artist Pepê Alram joined the photographer and art director Raymond Chan to shoot the cars in the studio with the initial background compositions projected onto giant screens. We fine-tuned the process together through constant experimentation with everything from the size of the car to the colour palettes. We refined the look tirelessly, with on-set input from Christoph Bolten, head of Recom Farmhouse London, until we had completely realistic reflections in the sheet metal and had captured the filmic quality we were after.
In our London studio, post artists Kate Brown and Pepê Alram worked alongside Ben & Raymond to meticulously piece the puzzle together by merging studio and background shots. CGI elements replaced outdated model parts, we added a wet road, layers of rain, lens flares and other foreground elements. The reflections were eventually reduced for a more subtle and natural feel, retaining the perfect placement that we worked on so carefully.
The still images:
At all points of the process, we had considered how these images would work with their added motion elements. The final piece of work was to fine tune the looping animations and bring three atmospheric cinemagraphs to life – a rainy night, lightning flickering around a foggy bridge, and a sparkling cityscape under racing clouds.
Behind The Scenes
See how the layers build up to create the ambience of a cool and rainy city evening in our making-of here:
The campaign is currently on display on digital billboards across the UK.
Photographer: Ben Stockley
Art Director: Raymond Chan
Copywriter: Simon Cenamor
Post Artists: Kate Brown, Pepê Alram, Riikka Eiro, Aljaz Bezjak, Maria Luisa Calosso, Nuria Segura
Animation: Aljaz Bezjak
Agency Producers: Adam Overton, Aine Donovan
Photographer’s Agent: Siobhan Squire