| Title | AUDI - LET IT GO |
| Brand | AUDI |
| Product/Service | AUDI E-TRON SPORTBACK |
| Category |
A05. Cinematography |
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Entrant
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72ANDSUNNY Amsterdam, THE NETHERLANDS
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Idea Creation
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72ANDSUNNY Amsterdam, THE NETHERLANDS
|
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Production
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ANORAK Berlin, GERMANY
|
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Post Production
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MPC LONDON, UNITED KINGDOM
|
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Additional Company
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TRIM EDITING London, UNITED KINGDOM
|
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Additional Company 2
|
LOUPE Amsterdam, THE NETHERLANDS
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Additional Company 3
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AMP AMSTERDAM, THE NETHERLANDS
|
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Additional Company 4
|
750MPH London, UNITED KINGDOM
|
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Additional Company 5
|
AUDI Ingolstadt, GERMANY
|
Credits
| Sven Schuwirth |
Audi |
Head of Brand Audi, Digital Business and Customer Experience |
| Susanne Franz |
Audi |
Global Head Brand Communication |
| Loren Angelo |
Audi |
VP marketing |
| Florian Langer |
Audi |
Global Project lead |
| Abel Gachou |
Audi |
US Project lead |
| Alexander Heumann |
Audi |
Production lead |
| Carlo Cavallone |
72andSunny Amsterdam |
Executive Creative Director |
| Rey Andrade |
72andSunny Amsterdam |
Executive Creative Director |
| Domingo Villa |
72andSunny Amsterdam |
Creative Director |
| Emiliano Trierveiler |
72andSunny Amsterdam |
Creative Director |
| Leila El-Kayem |
72andSunny Amsterdam |
Creative Director |
| Nedal Ahmed |
72andSunny Amsterdam |
Sr Writer |
| David Diankanguila |
72andSunny Amsterdam |
Designer |
| Leonidas Diamantis |
72andSunny Amsterdam |
Music Creative |
| Brendan Bell |
72andSunny Amsterdam |
Group Brand Director |
| Gaia Rossetti |
72andSunny Amsterdam |
Brand Director |
| Alejandra Arbiol |
72andSunny Amsterdam |
Brand Manager |
| Stephanie Feeney |
72andSunny Amsterdam |
Executive Strategy Director |
| Sarah Sutton |
72andSunny Amsterdam |
Director of Strategy |
| Maximilian Weigl |
72andSunny Amsterdam |
Strategist Director |
| Gregoire Mulot |
72andSunny Amsterdam |
Strategist |
| Ruro Efue |
72andSunny Amsterdam |
Comms strategy director |
| Laetitia Viskovic |
72andSunny Amsterdam |
Comms strategist |
| Stephanie Oakley |
72andSunny Amsterdam |
Director of Production |
| Andrew Slough |
72andSunny Amsterdam |
Sr Film Producer |
| Luke Judlin |
72andSunny Amsterdam |
Producer |
| Madelon Pol |
72andSunny Amsterdam |
Director of Business Affairs |
| Selam Kehishen |
72andSunny Amsterdam |
Business Affairs Director |
| Melissa Kincaid |
72andSunny Amsterdam |
Sr Business Affairs Manager |
| Francois Rousselet |
Anorak Film |
Director |
| Christiane Dressler |
Anorak Film |
Executive Producer |
| Jules de Chateleux |
Anorak Film |
Executive Producer |
| Yan Schoenefeld |
72andSunny Amsterdam |
Producer |
| Felix Knabel |
72andSunny Amsterdam |
Line Producer |
| Adam Newport-Berra |
Anorak Film |
DoP |
| Paul Hardcastle |
Trim Editing |
Editor |
| Jean-Clement Soret |
MPC |
Colorist |
| Philip Whalley |
MPC |
Producer |
| Dario Fusnecher |
Loupé imaging |
Retoucher |
| Diederik van Middelkoop |
AMP |
Producer/Executive music director |
| Sam Ashwell |
750MPH |
Sound engineer |
| Mary-Ann D’cruz |
750MPH |
Producer |
Write a short summary of what happens in the film
In the film, Maisie Williams gets behind the wheel of her Audi e-tron Sportback and finds herself stuck at an intersection, which represents a crossroads of today’s preconceptions and old notions of consumption, success, and status. Williams chooses to reverse course and leave it all behind, breaking into the familiar lyrics of “Let It Go” as she drives toward a more sustainable future. Along the way, fellow drivers, pedestrians and others join in, representing the company’s efforts to usher in a new era of sustainable mobility. The journey is a metaphor for how we need to “let go” of the things that are holding us back and how we can take a new way forward.
Cultural / Context information for the jury
The Super Bowl is one of the biggest US and global media moments – resulting in a high-end, high-spend advertising clutter. Millions of people online and in living rooms around the world are glued to their screens watching the game – and the commercials. In recent years, Super Bowl spots have become highly anticipated and much discussed.
In this competitive environment, Audi, the premium car brand from Germany, wanted to draw attention to their new fully electric vehicle: the Audi e-tron Sportback.
Tell the jury anything relevant about the cinematography.
The film was directed by François Rousselet, who brings a music video eye to the work, while the Director of Photography was Adam Newport-Berra of Euphoria and Last Black Man Standing. The look of the film is separated by two tones. As Maisie arrives at “the intersection from hell,” the film has a dated, almost sepia toned look symbolizing the things we need to leave in the past. As Maisie takes a new path forward and others begin to join in, the film takes on a more colorful, dynamic and optimistic look.