ADVANCED STATE OF MIND by Creativeland Asia, The Mill for Audi

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ADVANCED STATE OF MIND

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Industry Cars
Media Design & Branding
Market United Kingdom
Agency Creativeland Asia
Creative Director Sajan Raj Kurup
Agency The Mill
Director Russell Tickner
Creative Director Rodrigo Sobral
Released February 2011

Credits & Description

Category: Online Digital Design
Advertiser: AUDI
Product/Service: AUDI A8L
Agency: THE MILL
Agency: CREATIVELAND ASIA
Date of First Appearance: Feb 11 2011
Entrant Company: THE MILL, London, UNITED KINGDOM
Entry URL: http://www.audi-a8.in
Creative Director: Sajan Raj Kurup (Creativeland Asia)
Creative Operations Partner: Kiran Nandwani (Creativeland Asia)
Director: Russell Tickner (The Mill)
Executive Producer: Sajiv Kurup (Creativeland Asia)
Executive Producer: Andy Orrick (The Mill)
Creative Director: Rodrigo Sobral (The Mill)
Creative Technologist: Tony Volpe (The Mill)
Media placement: Commercial - Cinema - Jan 17th 2011
Media placement: Commercial - Television - Jan 18th 2011
Media placement: Website - Online - Jan 18th 2011

Describe the brief from the client
The brief was to create a web experience that shows the car being built around the back seat and allows the audience to engage with the main features of the car. We had to utilise relevant technologies to continue the 3D experience online creating the first 3D microsite in India. The target demographic has no time, so the story needed to be immersive, impressive and clever with copy and interface design to draw the user in. We needed to create a story and experience that sold the car in under three minutes.

Describe the challenges and key objectives
The main challenge was in creating a photoreal car experience without being able to shoot a car – everything was created in CG except for the main hero. The journey from the main timeline into the features needed to be fluid and seamless. Continuity in animation had to be perfect, also being 3D, all work was done twice – once for the 2D version and left-eye/right-eye combining for the 3D. We also needed to set a convergence point that worked for cinema, TV and web and try to maximise the depth from there. Colour was a big consideration as the red/green anaglyph spectacles would alter colour, and the effect would be lost if inappropriate colours were chosen.

Describe how you arrived at the final design
The ‘Advanced State of Mind’ campaign idea is about Nirvana through the perfect synergy of design, function, experience and performance. The interface design had to be simple, elegant and pure to reflect the campaign idea. We also needed to ensure it didn’t distract from the story. At every stage we looked to simplify, in design, copy, interactivity, etc.

Give some indication of how successful the outcome was in the market
The integrated campaign, TVC and site, was a hugely successful brand building exercise for Audi to the upper echelons of the Indian market. It generated a massive amount of column inches and was a creative game-changer for car advertising in the Indian market.