Creative Production

Audi Q5 | React.

THE BRIEF

MPC Creative teamed up with Audi to direct and create this elegant commercial for the UK launch of the Q5 model. The brief required us to shoot the live action car and to produce a series of 3D UIs to describe and underline the functionalities of the car.

OUR APPROACH

In the spot, from BBH London and directed by MPC Creative, we follow an Audi Q5 elegantly driving through a storm. The car and film slow down to adapt to the conditions, and the car is captured in one paused moment in time against a backdrop of rain. Surrounded by sophisticated graphics, the ad explains the complex technological decisions the car makes every split second.

THE RESULTS

This stylish creative production received great mentions in Campaign, picked up Ads of Brands’ ‘Ad of the Day’, and David Reviews gave it four stars, writing: ‘Measured and methodical, the ad trades glamorous locales and revving engines for a technical showcase.’

Director
Alan Bibby
Client
Audi
Agency
BBH London
Production
MPC Creative
Post Production
MPC
View full credits

A particularly challenging and technical shoot for the MPC Creative crew, filmed over one dry night outside of Riga, Latvia. On a beautiful remote forest road our teams added 350 meters of rain towers and lighting rigs with enough exposure to capture our traveling hero vehicle at up to 1,000 frames per second, using a phantom camera mounted onto a camera car rig.

The graphics from the MPC team were instrumental to the narrative in this high-end production, in which design and animation are seamlessly integrated into an epic high-speed live action night shoot.

Credits
CLIENT TEAM

Audi

AGENCY TEAM

BBH London

Deputy Executive Creative Director Ian Heartfield
Creative Director Uche Ezugwu
Production Director Michelle Kendrick
Creatives Marc Rayson, Callum Prior

PRODUCTION TEAM

MPC Creative

Director Alan Bibby
Executive Producer Sophie Gunn
Producer Kat Armour-Brown
DoP Luke Scott


POST PRODUCTION TEAM

MPC

Creative Director Alan Bibby
Creative Director Ryan Jefferson Hays
Shoot Attendant Ricky Weissman
VFX Supervisor Iain Murray
VFX Team Dan Sanders, Paul Hunt, Marco Gifuni, James McIver, Kerim Camdzic
Design Team Paul Hunt, Marco Gifuni, James McIver

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