“The CHALLENGE was to develop interest in a car that wasn’t yet available – so we chose to use technology to create a VISION CUSTOMERS COULD BELIEVE IN.”
✖ THE CAMPAIGN The campaign sets itself apart by using AI-generated content to help envision the Special Edition owners’ world. From intricate details such as pitch-black honey chrome grills and sleek chrome accents to stunning matrix LED headlights, every aspect of the campaign was craed with AI, with only a few vehicle shots being the exception.
It’s a showcase of curated art, architecture, fashion and nature, each aspect inspired by a certain element from the Black and Urban Edition, blurring the lines of vision and reality.
✖ THE CHALLENGE – AND THE CONCEPT
Ogilvy SA creative director Riaan van Wyk outlines why AI was the ideal tool to create the ad.
“Audi has always been at the forefront of innovation and progress – a car brand that has, for decades, used technology to turn the seemingly impossible into the possible,” he says. “This was the driving force behind our launch campaign of the Black and Urban Edition models in South Africa – models that had not yet arrived in the country. The challenge was to develop interest in a car that wasn’t yet available – so we chose to use technology to create a vision customers could believe in; a vision of a lifestyle – a curated collection inspired by the Special Edition Audi range.
“Using AI, we bridged the gap between the abstract and the attainable, presenting a cohesive vision that encapsulates what it means to own and experience an Audi. We set out to paint a picture of a world inspired by the Special Edition design – each line, shape and feature was reimagined as architecture, fashion and furniture. Through this, we were able to cra a curated world that reflects the luxury and innovation that’s synonymous with Audi. We made the brand’s high standards in design and technology tangible, showing how the Special Edition models could enhance the consumer’s lifestyle – without highlighting the physical vehicles themselves.” ✖ HOW THEY DID IT That’s where Stu Stobbs and his team at MonkeyDonkey Creative AiGency came in. (You may remember MonkeyDonkey as VISI’s partner in the inaugural VISI AI Design Challenge last year, where we invited young creatives to design the coolest pair of sneakers they could imagine.) Working closely with Audi and Ogilvy SA, MonkeyDonkey created a world filled with carefully curated items, imagining fashion, furniture, technology, architecture, art and more – all designed to appeal to the discerning Audi driver.
“We wanted all the imagery to be inspired by, and to reflect, Audi’s unique design aesthetic,” says Stu.
“It would have been impossible to bring our vision to life using traditional methods, which is why we used a combination of creative AI tools. To generate the imagery, we designed and implemented a multi-step creative prompting process that included close-ups of the actual designs of the cars. Look carefully, and you’ll see the vehicles’ shapes and lines in each beautiful object – a handbag shaped like the honeycomb front grille; a table with the specific form of the rim. It’s a carefully craed world, unique to Audi.
“We animated these stills using a combination of traditional and AI tools – moving the light, shadows and camera to create more dynamic and engaging video content. We also created showrooms inspired by, and unique to, each model in the range. The vehicles were placed in these virtual locations and used across digital communication.”
✖ AND THE RESULT... is something that Audi South Africa is understandably very pleased with. “We are thrilled to unveil our latest advertising campaign, ‘A Curated Collection inspired by Audi’, which marks a significant milestone for Audi South Africa,” says Tarryn Knight, head of product, marketing and PR for Audi SA. “By harnessing the capabilities of AI, we are reaffirming our commitment to innovation, and setting new standards in automotive marketing.” audi.co.za
“It would have been IMPOSSIBLE to bring our vision to life using traditional methods, which is why we used a COMBINATION OF CREATIVE AI TOOLS.” – Stu Stobbs, MonkeyDonkey