To showcase the release of their new A3 line of cars, Audi wanted to make a splash at the La Defense mall in Paris; the largest shopping mall in Europe at the time with a bespoke installation. However, without the budget to shoot bespoke content, there was a requirement to utilise a mix of existing brand assets, none of which were individually suited to the 360 screens of the mall's unique 'Digital Dream' screenspace.

Create an attention-grabbing, one-of-a-kind installation that turbocharged Audi's existing content with bespoke CGI and music

Working with the brand team to outline the car's most notable benefits for La Defense's typical audience, the team and I crafted a unique 360 storyboard & animatic, diagnosing where we were able to utilise existing brand assets. Often, these brand assets were cut away from their 16x9 frames, taking individual elements that we could tile more organically within the space for a fully immersive result, and outlining where elements could move around the rings of the 360 space for increased immersion.

Early in the process, I worked to create a bespoke digital double of the Digital Dream screenspace, allowing ours and Audi's teams the ability to view the content in-situ, meaning that we could test & review the film without the need to attend the installation in-person.

When storyboarding, we identified areas where we would require bespoke CGI elements to tell our story. Working alongside the 3D artists, I lookmatched the CGI content to match the existing look of the brand's content perfectly.

Finally, I worked closely alongside the Composers to generate a bespoke piece of music & sound design to underpin the piece. I worked hands-on to assemble the full installation from the individual shots and pieces, creating a full, single installation that made complete use of the unique space.