How do you promote the technological wonder that is driverless cars in a way that makes it tangible to real people? Audi's answer is a story of a depressed T-Rex who rediscovers his lost lust for life.
In this online spot, created by Razorfish and directed by Stink's Stephan Wever, the once fearsome dinosaur is plunged into an identity crisis in the modern world, with people laughing at his short arms after an embarrassing YouTube clip goes viral. Unable even to partake in sport, he becomes depressed but an encounter with an Audi piloted car changes his life. Seems there's some technology even a tiny-appendaged T-Rex can enjoy.
German animation studio Sehsucht handled the impressive VFX on the film -- as head of VFX Florian Zachau explains, it's difficult to make a dinosaur look dejected: "The biggest challenge was to make the dinosaur look depressed. A T-Rex is a rather stiff character and there is not a lot of variety on expression and gestures the animators could use in order to bring out the sadness. The interview scene in particular was not easy. There is a very thin line between making it look natural rather than awkward."
We think they succeeded -- and it's a unique way to plug the new technology.