An Audi Gives Birth to an Audi in Ad for the R3 Sportback

Car Begets Car in VFX-Driven Ad

Published On
Apr 29, 2015

Editor's Pick

We've seen cars dirty dance and even take on people names, but in this latest installment of "Autombiles, Anthropomorphized!" an Audi R8 does something over-the-top human -- it gives birth to the Audi R3 Sportback, the latest vehicle in the brand's lineup.

Created out of BBH London and executive produced by MJZ's Rupert Sanders with effects from the Mill, the cinema film opens on an R8 enclosed in some sort of futuristic engineering chamber. As it's poked and prodded by robotic arms, it revs desperately and erratically, suggesting a sort of birthing breathing technique. Finally, its trunk opens and a new R3 Sportback slowly squeezes out from its rear, dripping in automotive amniotic fluid.

"The Audi R8 has become a legend, synonymous with killer performance, state of the art design and a distinctive soundtrack," said Ian Heartfield, creative director at BBH in a statement. "The task was to find a confident, bold and exciting way to tell the story that these legendary attributes live-on in all Audi Sport models."

The ad, directed by The Mill's Andrew Proctor, was shot entirely in CG and no real cars were filmed. Proctor led a team of VFX artists in London and L.A. to create all the cars and environments using CAD data from Audi and real vehicle photography.

Credits

Date
Apr 29, 2015
Brand:
Audi
Client:
Audi
Agency:
BBH-London
Production Company:
MJZ
Visual Effects Company:
The Mill
Creative:
Dominic Goldman
Creative:
Ian Heartfield
Creative Director:
Ian Heartfield
Producer:
Davud Karbassioun
Producer Assistant:
Jen Wood
Director:
Andrew Proctor
Executive Producer:
Rupert Sanders
National Content Manager:
Kristian Dean
Director, Strategy:
Will Lion
Business Lead:
Polly McMorrow
Team Manager:
Stephen Jones
Producer:
Adriane Scott-Kemp
Producer:
Gemma Humphries
Executive Producer:
Gemma Humphries
Creative Consultant:
Rupert Sanders
Visual Effects House:
The Mill
Editor/Editing House:
Victor Jory @ the Mill
Colorist:
Matt Osbourne
Post Production Producer:
Gemma Humphries
Sound Design:
Will Cohen
Music:
Will Cohen
Music Company:
String & Tins
Sound Producer:
String & Tins
2D Lead Artist:
Gianluca Di Marco
3D Lead Artist:
Michael Chapman
2D Artist:
Stefan Susemihl
2D Artist:
Olivia O'Neil
2D Artist:
Matt (Wispy) Clarke
2D Artist:
James Pratt
3D Artist:
Sergio Xisto
3D Artist:
Philip Maddock
3D Artist:
Adam Darrah
3D Artist:
James Mulholland
3D Artist:
David Hempstead
3D Artist:
Chris Hutchison
3D Artist:
Dan Moller
3D Artist:
Ciaran Moloney
3D Artist:
Matthew Kavanagh
3D Artist:
Emanuel Strixner
3D Artist:
Tom Raynor
3D Artist:
Arthur Larsen
3D Artist:
Ian Baxter
Concept Design:
Alex Caldow
Cinema Mix:
Simon Capes

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Project Type