The spot follows a driver’s fluid course through a series of hanging installations. Each animated wave symbolizes a different trait of success, resulting in a grand visual representation of a characteristic shared by consumer and vehicle: they’re both ‘Undefinable'. 

Andrew and the team at The Mill began carefully planning their execution of the CG animated objects prior to shooting. Andrew explains, “Along with storyboards and previsualization, we ran lots of animation tests and style frames. It was important to know what it’d look like together and how it would all move cohesively.”

The live-action shoot took place in an exhibition hall in Shanghai. Adds Andrew, “The main challenge on set was that the installation wasn’t actually there – it had to be created in CG – so we choreographed the blocking of the shots knowing how we envisioned the installation. Based on our previsualization, we had a good idea of where certain elements would be hanging.”

After many tests and trials to perfect the speed of the car (shot at 10 miles per hour) relative to the number of hanging objects and the way in which they came together, the wave animation was complete.

Andrew comments, “It was a wonderful experience working with BBH Shanghai to help create their first Audi spot. Being in China for the shoot was a great opportunity to learn more about the evolving and changing market, and even more incredible to collaborate so closely with the agency. Together, we were able to design a story around a piece of new, sculptural art.”

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