Description
Print advertisement created by DDB, Spain for Audi, within the category: Automotive.
Audi Adaptive Light with lighting directed by GPS. Anticipate the road.
Executive Creative Director: Fernando Barbella
Creative Directors: Alejandro Arriagada, Jaume Badia
Art Director: Fernando Alcazar
Copywriter: Xavi Gimeno
CGI: Lucas Pigliacampo
Don't really get this. Can someone explain? I thought it was a microchip made to look like a city.
I like the idea, but the art direction is somewhat confusing. Like andylefty said, it kind of looks like a microchip. Audis adaptive light changes angle with help by GPS.
I like the visual. I just think it's a bit convoluted a way to explain that product feature. I could see how the city-as-maze would have worked nicely when they first launched GPS. But this seems like a bit of a forced fit.
@Andyleft: Jst take a look at the light getting into the building lybrinths and then getting out at the end...it is anticipating the surrounding and making the lights move...
wow, what a coincidence. i had the same idea two years earlier:
http://www.behance.net/gallery/The-future-of-the-automotive-industry/6...
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