The new Audi A5 Coupé premiere became the world’s first automobile launch event employing real-time motion tracking technology. The car’s advantages were presented in an innovative show “Artificial Intelligence vs YOU».
Inspired by the global campaign “If Artificial Intelligence could dream, it would dream of the new Audi A5”, the agency demonstrated a man’s main advantage over Artificial Intelligence — Artificial Intelligence is able to set the standard and create an ideal car but it will never sit behind the steering wheel of its creation.
The creative concept “AI vs YOU” was the main theme of the event and the reference point for the script of the show where real-time motion tracking technology was used. Acting as the author and the main character of its own presentation, the car effortlessly controlled the 3D mapping scenario by driving around the projected area. Special sensors were attached to the car to detect its precise location in the 500 sq.m space and to connect it to the live synchronization and rendering system creating impressive video content and controlling light fixtures in real time.
Experiential advertisement created by Departament, Russia for Audi, within the category: Automotive.
General Producers: Petr Ivanov, Yulia Sigunova, Pavel Nedostoev, Alexander Us, Alexey Rozov, Maxim Kozlov
Event Directors: Vlad Alexandrov, Alexandra Tretyakova
Creative Director: Petr Ivanov
Art Director: Ilya Balakin, Maria Ivanova
Copywriter: Oleg Bootkovsky, Nikita Kvasnik
Technical Directors: Dmitry Petrov, Egor Tokarev, Dmitry Murashev