Audi used AI to visualize the feeling of driving the Q8 e-tron

Bensimon Byrne and 1stAveMachine used biometric sensors to monitor the emotions of Coco Rocha, then turned them into art

Published On
Aug 16, 2023
An AI-generated explosion of colorful sand

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Audi Canada is using AI-generated art to promote its new electric vehicle, the Audi Q8 Sportback e-tron.

A minute-long commercial from the automaker sees Canadian model Coco Rocha test-driving the EV. Working with agency Bensimon Byrne and production company 1stAveMachine, Audi translated Rocha’s feelings of seeing and driving the vehicle—captured through biometric sensors—into digital art. The data was mapped into a system based on sand particles, whose physical attributes change in relation to the data, according to Audi.


“When you drive a vehicle you love, it creates an emotional reaction, and that insight provided us with the inspiration to measure and visualize a devoted Audi driver’s reaction to the Q8,” said Joseph Bonnici, chief creative officer of Bensimon Byrne’s parent company, Tadiem.

Below is the resulting AI art.


The campaign was unveiled in July at Toronto’s Royal Ontario Museum (ROM). Audi Canada’s head of marketing, Joseph Ottorino, said Audi’s goal was to tell a more compelling story about the Q8 rather than simply outlining a series of features.

Last month, Volkswagen, which owns Audi, also used AI in a commercial with Maria Rita, the daughter of Brazilian singer Elis Regina—who died over 40 years ago. Using AI, the ad depicted the late singer alongside Rita in the modern day.


Aug 16, 2023
Client :
Audi Canada
Client :
Agency :
Bensimon Byrne
Head of Marketing :
Joseph Ottorino
Manager Brand Content & Media Marketing :
Wesley Canaon
Manager Experiential Marketing :
Chris Leandre
Manager Retail Marketing :
Chloe Moussaed
Chief Creative Officer :
Joseph Bonnici
Chief Creative Officer :
Meredith Klapowich
Executive Creative Director :
Jessie Sorell
Associate Creative Director :
John Pavacic
Associate Creative Director :
Linna Chang
Associate Creative Director :
Ana Segurajauregui
Associate Creative Director :
Katherine Flores
Art Director :
Caleb Leung
Copywriter :
Talal Itani
Managing Director EVP :
Lisa Good
Business Lead :
Hayley Kleynhans
Business Lead :
Alex Choi
Project Manager :
Olivia Lewis
Project Manager :
Jenny Guth
Account Director :
Daliah Marsons
Account Director :
Cole Douglas
Account Manager :
Rachel Romu
Account Manager :
Kayla Metcalfe
Account Manager :
John Sequeira
Director of Production Services :
Michelle Pilling
Producer :
Caroline Clarke
Director Experiential :
Melissa Da Costa
Event Producer :
Lisa Riedel
Production Company :
Free Society
Director :
Chris Muir
Director of Photography :
Shin Sugino
Head of Production/Producer :
Dan Arki
Executive Producer :
Tony DiMarco
Art & Technology :
1st Ave Machine
Art Direction :
Espadaysantacruz Studio
Technical Direction :
Artist + Engineers UK
Executive Producer/Partner :
Sam Penfield
Executive Producer :
Andrew Geller
Executive Producer :
Nick Litwinko
Creative Consultant :
Beau Burrows
3D Animation :
Editorial :
Button Factory
Editor :
Tim Pienta
Producer :
Caroline Clarke
Color and Online :
Alter Ego
Colorist :
Andrew Ross
Online Artist :
David Whiteson
Producer :
Andrew Tavares
Executive Producer :
Hilda Pereira
Audio/Music :
TA2 Sound + Music
Audio Director :
Steve Gadsden
Audio Director :
Oliver Wickham
Audio Engineer :
Chris Masson
Executive Producer :
Dana Gadsden

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