Highly automated driving puts the dinosaur back in life’s fast line
15 September 2016: In the area of highly-automated driving, Audi has repeatedly written history in remarkable ways. In 2009, a driverless Audi TTS traced the famous four rings into the surface of a salt lake, one year later it mastered the legendary winding road at Pikes Peak, and in 2014, a piloted RS 7 Sportback pushed the limits of driving physics as it completed its laps on the Hockenheimring racetrack. Now the Ingolstadt firm is building on this history from a completely different angle.
Together with Razorfish, the leading international digital agency in the area of customer-focused business transformation, the company has placed piloted driving in the context of the “T-Rex” social media hype. “In presenting our activities in the area of piloted driving, we have previously always placed the primary focus on technology and performance. We are now addressing the subject from a completely different emotional side. With the T-Rex meme, Razorfish has found the perfect angle for this”, said Michael Finke, Head of the International Creative Department at AUDI AG.
The Tyrannosaurus Rex was regarded as one of the most dangerous dinosaurs ever to walk the earth. Nonetheless, due to its short arms, it has become a running gag on social media. In Audi’s new video, the T-Rex talks openly for the first time about how this humiliation has changed its life. After several sad sequences showing his unremitting decline, the surprising solution, and the T-Rex’s redemption, is finally revealed: piloted driving from Audi.
“With ‘The Comeback’ Audi has allowed us to create a work that not only picks up on a popular internet meme, but also adds a new dimension to it. This shows the brand’s great understanding and enthusiasm for social media”, said Sascha Martini, CEO of Razorfish Germany. The T-Rex was brought to life by Stink Berlin (production) and Sehsucht (CGI animation).
Audi T-Rex // “The Comeback”
Client: Audi AG; Falco Münch
Executive Creative Director: Preethi Mariappan
Creative Director/Copywriter: Felix Stock,
Strategy Director: Kathrin Dariz
Copywriters: Anna Dressler and Fay Kornmeier
Executive Producer: Martina Lülsdorf, Julian Holland
Producer: Isabel Kast
DIRECTOR: Stephan Wever
DOP: Cezary Zacharewicz
CONCEPT & DESIGN: Sehsucht, Stink
VFX & POSTPRODUCTION: Sehsucht Hamburg
Editor: Stink, inhouse
3D: Daniel Jahnel, Timo von Wittken, Ulf Gieseler, Jannes Kreyenberg, Jakob Schulze-Rohr
Rigging: Martin Chatterchee
Compositing: Florian Zachau, Jona Maluk
Sehsucht Producer: Jan Tiller, Stephan Reinsch, Felix Niehoff
COLOR GRADING: Electric Theatre
Music composer: Meik de Swaan
SOUND FX & MIX: Hesse Studios Berlin
Mixing-Engineer: Lukas Walter
Motivated and inspired by what’s next, Razorfish helps its clients navigate the unknown, drive change and transform
business. One of the pioneers of marketing in the digital age, Razorfish has a unique blend of technology, creativity and media at its core. The agency’s world class capabilities in strategic consulting, experience design, brand building, technology platforms, data services, retail/commerce and media services enable transformational work for clients including Citigroup, McDonald’s, Mercedes-Benz USA, Microsoft, Nike China, Unilever and Uniqlo. Razorfish’s team of 3000+ experts span 25 regions, including Australia, Canada, China, France, Germany, Hong Kong, India, Italy, Singapore, the United Kingdom and the United States.Razorfish is part of the Publicis.Sapient platform within the Publicis Groupe. For more information, visit Razorfish.com , like us on Facebook or follow us on Twitter , Weibo and Instagram.
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