Audi, Magical Mastery

 

Audi’s latest commercial ‘Manipulation’ is technically brilliant and a remarkable demonstration of the possibilities that lie within the realm of CG. Glassworks have successfully generated this stunning piece, exhibiting precision engineering, and we are not even talking about the car itself!  The making of this commercial is a true homage to the ‘Audi’ trade name, painstakingly and lovingly formed.   The project  was created by a dedicated team of seven, within the CG and 2D departments of Glassworks’ international facility.

 

Directed by Adam Berg (Stink) the whole process took three months and was undertaken with TK, Flame and 3D.  Working closely with Berg and BBH’s creative team (Nick Kidney, Kevin Stark, Dan Bailey and Bradley Woolf) the team first shot various types of malleable materials that gave good impressions of ‘pushing’ and ‘pulling’ as well as ‘depth’ and ‘pressure’.  The challenge for the expert CG team was to mirror these movements and create the illusion of milling and crafting the separate elements of this great machine out of aluminium.  The initial live action filming was essential for the development of the animation so that, when constructed in 3D, a sense of belief and reality remained in tact to the viewer.

 

‘The challenge was to make this commercial look believable yet still retain a magical element.'   (Misha Stanford-Harris  Managing Director)

 

Attracting a record number of hits to the Glasswork website and YouTube channel it is a brilliant example of ‘anything being possible’ metaphorically and literally.  
 

To view the commercial click on image below

 

 

 

Credits:

• Director  Adam Berg

• Production Company  Stink

• Production Company Producer  Ben Croker

• DoP  Joost Van Gelder

• Editor  Paul Hardcastle @Trim

• Advertising Agency  BBH

• Agency Creative  Nick Kidney

• Agency Creative  Kevin Stark

• Art director  Dan Bailey

• Copywriter  Bradley Woolf

• Agency Producer  Ruben Mercadal

 

Glassworks team

• 3D Lead  Nick Smalley

• 3D  Stephen New

• 3D  Andreas Bystrom

• 3D  Roman Kaelin

• 3D  Jon Bragado

• Flame Lead  Duncan Malcolm

• Flame assist  Iain Murray

• TK Colourist   Ben Rogers

• Producer  Misha Stanford-Harris