Audi — Marcus Key

Audi
The car you’ve always wanted.
The excuse you’ve always needed.

With its exquisite design and its unrivalled performance, an Audi is a dream car for many people. But justifying such a luxurious purchase has never been easy… well at least not until now. If you’ve always dreamed of driving an Audi, we’ve made buying one, that little bit easier for you to justify. It seems the car you’ve always wanted comes with the excuse you’ve always needed. Briefed with the task of identifying a new campaign for Audi, I developed a distinct creative direction and design language that we could flex across multiple communications channels.

Approach: Brand Campaign / Creative Direction / Design / Digital / Print / Advertising
Sector: Automotive

Brand toolkit.

A campaign that breaks the mould

Audi cars can sell themselves but the brand had to cease marketing in March 2020 due to the global pandemic crisis. They came to us later in the year when their budgets had resumed, looking to get into market quickly with great offers on their new range. I previously had the pleasure of working on two other projects with Audi, and in that time we had created a distinctive approach to the work. A more considered designed aesthetic that pushed away from conventional car campaigns and we wanted to approach this project in the same vain.

Film detail.

Film detail.

Future vision

Building a concept that positioned Audi as the car you’ve always wanted, but now with the excuse you’ve always needed. We developed a creative platform and distinctive aesthetic that was both dream like and futuristic in nature.

Film detail.

Large format OOH

A fresh perspective of premium

Playing with macros and wide shots of the car we wove a narrative into the look and feel of the campaign that took inspiration from fashion and products, treating the cars like beautiful jewellery, with every detail of the car contributing to the beauty and design of an Audi. Design centred and tonally driven in feel – A fresh perspective of premium, avoiding the familiarity of typical 3 quarter car shots. Utilising creative light techniques and camera crops to allude to the quality of an Audi car.