Tag Archives: Audi

Audi Q8, photographer Ben Stockley, retouching by Recom Farmhouse

Making of: Audi Q8 with Ben Stockley

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 CGI elements replaced outdated model parts, we added a wet road, layers of rain, lens flares and other foreground elements.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: 

Audi Q8, photographer Ben Stockley, retouching by Recom Farmhouse

 

Audi Q8, photographer Ben Stockley, retouching by Recom Farmhouse

 

Audi Q8, photographer Ben Stockley, retouching by Recom Farmhouse

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.

The Cinemagraphs

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.

Client: Audi

Agency: BBH

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

 

 

 

 

 

 

Audi A5 and S5 Coupé

New work for Audi, a dark and dramatic concept with a technical look in a virtual world, to emphasise the high level of intelligence in the cars’ systems.

Working with photographer Markus Wendler, we built a futuristic architectural vision to set the cars in, underscored by abstract, rhythmic patterns of pixels, dissolving and coalescing.

Enjoy a 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….

Once the concepts were decided, Markus Wendler travelled to China for the photography, centred around Zaha Hadid’s spectacular Opera House in Guangzhou…very poignant to be working so closely with her complex and beautiful shapes at the time of her death. Because of the organic forms of the building – inspired by the pebbles of its riverside location – it would have been very hard to figure out distances and shapes afterwards. So while Markus began shooting the backplates, his assistant Kolja Schoepe  was making invaluable PhotoScan captures, so our CGI artists could recreate the location digitally. He used the latest Canon EOS 5DS R for this and the results were very impressive – the best we have seen yet with PhotoScan.

Photoscan - Zaha Hadid

Meanwhile, as well as shooting the settings, Markus was working on the composition. This was quite a challenge as the angles for the cars had already been determined. With experience and care, he was able to successfully combine the wider angle backgrounds with the long lenses used for the cars.

Richard Jenkinson, CGI Artist at Recom Berlin, explains how we handled the creation of the geometry and distribution of the pixels in 3D:

cgi_tunnel

“After 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.”

Proximity
“When we’d made the grid patterns to represent pixels, we made a build up for each area. This allows the retoucher to add or remove density where required. Then…rinse and repeat, eleven times.”

1. Initial pixel distribution for the ‘Tunnel’ image:
scene5_pixelonly_-12

2: Another pixel distribution, for the ‘Circle’ image:scene2_pixelonly_-127

Markus joined us again in the studio in Berlin, to fine tune the cars and perfect their lighting and placement within the sets.

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.

Audi Catalogue

Final Images.
The elegant shape of the catalogue demanded super-wide panoramic versions to form extra long images for the double page spreads inside.

recom_wendler_kollerebbe_audi_4

Client: AUDI AG Agency: Kolle Rebbe Creative Director: Jörg Dittmann Art Director: Marcus Kubicke Photographer: Markus Wendler CGI Director: Jonas Braukmann CGI Artist: Eugen Albrandt, Richard Jenkinson Post Artist: Jonas Braukmann, Jonathan Clarke, June Lee Art Buyer: Kathrin Grün

recom_wendler_kollerebbe_audi_2

recom_wendler_kollerebbe_audi_5

recom_wendler_kollerebbe_audi_3

Credits:

Agency: Kolle Rebbe
Creative Director: Jörge Dittmann
Art Director: Markus Kubicke
Photographer:  Markus Wendler
Producer: 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: Katrin Grün

Making of : FULL CGI LANDSCAPE for AUDI QUATTRO

This is the biggest out of home campaign Hamburg agency Kolle Rebbe has ever produced and it was also our most complex CGI production ever!

For Audi we created a full CGI winter landscape spiralling within itself: road, trees, rocks, snow, clouds and sky all curl around into a perspective that would have been impossible to photograph. In these scenes the cars, also created in CGI, are speeding on a snowy road next to ski runs with real competing athletes.

Audi_RFH-6Audi Quattro Winter Campaign
Audi Quattro Winter Campaign (detail)

With a total of 52 motives distributed in 180 ski areas in Germany, Austria, Italy, Switzerland and France, the teams in Berlin, Stuttgart and London joined forces to produce these mind twisting visuals under extreme time pressure. The heavy geometry of the landscapes required us to create a new pipeline to handle the different assets and be able to sculpt, texture and light the scenes in real time.

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