Audi RS4: Great new commercial!

We found a great new commercial for the Audi RS4, produced by The Mill.
Here is the Audi RS4 commercial.

The Mill have worked on a dramatic new commercial for the new Audi RS4 Quattro. Directed by Lynn Fox for BBH through Blink this spot creatively maintains the stylistic run of recent Audi spots – it is dark and slick. Audi has likened its new model to that of a predator – one that devours all other models.

The ad opens on what feels like a dark, damp cobwebbed warehouse or industrial hanger. Through the shadows we see dismembered car models hung up or suspended in webbing as if they have been cocooned like prey. Just out of shot we hear and see a glimpse of something menacing scuttling by. The sinister screeching of the background music builds up the suspense of what we can only assume is a monster lurking in the far recesses of this dark place. Suddenly the camera pans round and out of the shadows an enormous spider jumps out and runs towards the screen morphing into the new black Audi RS4. The spot ends with the famous ‘Vorsprung Durch Technik’ written in cobwebs.

With every shot requiring effects work, lead flame Chris Knight (Badger), spent weeks adding web architecture, adding black for depth/ atmosphere, tracking in the additional ‘car prey’ caught in the webs, and of course morphing the 3D Spider into the new Audi for the end shot.

As the main ‘car prey’ were shot in camera and were suspended from the studio ceiling with wires, time was spent taking out the wires and adding the extra webbing to create a more ‘suspended’ look – as if the car was actually cocooned in the middle of a spider’s web. It was imperative that the ad had an industrial look and atmosphere and the lighting and depth were crucial to give the spot a creepy setting. The spot lit studio was turned into a monster’s lair by adding textures, smoke, eerie lighting and background depth. This was all created in Flame by Chris and in 3D Russell created the impressive car sized Spider – morphed into the Audi by Chris using quick dissolves in Flame.

GermanCarBlog, Audi RS4

Source: The Mill, Google

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