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

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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.
Credits
- Date
- Aug 16, 2023
- Client :
- Audi Canada
- Client :
- Audi
- 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 :
- Lanczos
- 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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