Audi Q5 Perfectly Synchronised
The Audi Q5 is presented as the car with perfectly synchronised engineering in “Synchronized”, a television commercial combining intricate choreography and visual effects. Advertising agency Heimat worked with Psyop to create real images of driving using thousands of perfectly synchronized humans holding cards.
The 60 second commercial begins with acrobatic engineers providing real time human pixel animation, creating the car and the driving environment. As the acrobats’ cards flip faster and faster the Audi Q5 image becomes more and more the real thing.
Marco Spier and Eben Mears from Psyop explain the creative process behind the advertisement…
“First we explored many different ways of creating dimension. We talked to our choreographer to find ways to throw people in the air, to create human pyramids and synchronous summersaults. It was important that everything could actually be created by people. The scene had to feel human. We wanted to shoot as much as we could in order to blur the line between real and CG.
The idea of acrobatic engineers fit nicely with the perfect synchronization of the Audi Q5 and for us illustrated the concept of thinking outside the box. It explored new ways to demonstrate Audi’s incredible performance capabilities. These are engineers who literally do the impossible by working together to form the shapes, images, and finally the Q5.
This spot pushes the idea of people working in synchronicity to the next level, surprising the viewer with methods that are on the edge of impossible, or in moments even beyond.
To further support the idea, we thought it was important to understand, that this is an actual show set on a very big theatrical stage. We wanted to create the illusion, that this is something that was created and performed through huge effort and scale. So the design became a process of landscapes that could be created in a real theater space.”
See Motionographer for more on the actual CG and FX processes.
The Synchronized concept was developed at Heimat, Berlin, by creative director Guido Heffels, creative team Nico Ronacher, Tim Schneider, Till Eckel, planners Andreas Mengele, Sebastian Marx, and account supervisor Frank Ricken.
Filming was produced at Tempomedia, Stink, Berlin, and Psyop, New York, by executive producers Vera Portz (Tempomedia), Nils Schwemer (Stink)‚ Boo Wong (Psyop), and producers Gunnar Meyer (Tempomedia), Susanne Ehlers (Stink), Jen Glabus (Psyop), and director of photography Martin Ruhe.
The Synchronized spot was directed by Marco Spier and Eben Mears at Psyop, with 3D lead Florian Witzel, 3D artists Alvin Bae, Andreas Gebhardt, Dave Barosin, Heiko Schneck, Jae Ham, Jonah Friedman, Lee Wolland, Pakron Bupphavesa, Pat Porter, Look developer Marco Iozzi, Flame lead Jamie Scott, Flame artist Chris Staves, lead compositor Doug Purver, compositor Jason Conradt, Flame assists Dan Boujoulian, Jeen Lee, Leslie Chung, designers Anh Vu and Pete Sickbert-Bennett, editors Graham Brennan, Cass Vanini, Roto artists Alejandro Monzon, Brian Dangren, Chris Riemann, David Marte, J Bush, Joe Brigati, Jordan Harvey, Will Frazier, storryboard artist Ben Chan, with tracking by Joerg Liebold.
Music and sound design were by Drazen Bosnjak at Q-Department.