Creative Execution

Using cutting-edge technology, the AUDI A8 was filmed with a German-made camera-mounted robotic arm, the only one of its kind in Japan,. The robotic arm allowed for seamless and flowing views of the A8’s unique design. In addition, Alice-Sara Ott, a half German half Japanese pianist was selected to perform the BGM, “La Campanella,” one of German-born composer Franz Liszt’s “Grand Paganini Etudes,” providing a German perspective right down to every last detail of the film. Using the new interface, YouTubeAPI, the film was presented as an interactive movie catalog in which the user could pause and play the film and also click to view particular details of the A8.

This film, boasting of the highest quality true to the nature of the Audi brand, has generated enthusiasm from the classic Audi fan. The website has received over one million PVs within one month of its inception. Moreover the wide media attention towards this innovative “film and web catalog” concept created brand awareness in people less familiar with the Audi brand. Thus Audi was successful in conveying its ingenuity to an increased audience.

The Audi A8, the company’s flagship model, truly epitomizes the Audi brand. The task was to create a groundbreaking web catalog that embodied Audi’s brand slogan “Advancement Through Technology” and the A8’s thematic philosophy, “The Art of Progress.” Through the graceful movements of a camera-mounted robotic arm, the allure of the A8 would be created.