Stefan Susemihl/Olivia O’neil/Matt (wispy) Clarke/James Pratt
Mill/
2d Artists
Alex Caldow
Mill/
Concept Artist
Sergio Xisto/Philip Maddock/Adam Darrah/James Mulholland/David Hempstead/Chris H
Mill/
3d Artists
Matthew Osborne
Mill/
Colourist
Will Cohen
String/Tins
Sound Design
Sam Brock
String/Tins
Sound Producer
The Campaign
Staying true to the Audi ‘Vorsprung durch Technik’ values, this progressive and technological 110- second spot, Birth, sees Audi’s iconic R8 model giving birth to the new sleek RS3 Sportback in a futuristic and atmospheric birthing chamber.
Creative Execution
The visual effects team were involved at every stage of this project from concept to the final execution, creating a 100% photo real environment and two photo-real, pushing the boundaries of automotive VFX and animation. Every single component of each car was precisely crafted in CGI using CAD data. The distinctive environment was then modelled and rigged in meticulous detail along with the CGI cars in Maya, before each shot was passed on to the animation team, who aided in bringing the CGI sequence to life.
The film was then rendered out using Arnold and comped together in Nuke, before the colourist added to the dark atmospheric tone of the film in the grade, working to ensure that the images flowed seamlessly and retained as much detail as possible.
The VFX team wanted the audience to feel the animalistic power and life emanating from the R8, ensuring that the use of CGI didn’t make the spot feel too clinical or cold. They ensured the VFX & animation was so, that the spot feels much more emotive, with real power in its darkness. The team worked closely to convey a narrative, which treads the line between violent and clinical and organic.