Audi 3D Product Showcases

Audi have turned to 3D to showcase their cars in the best possible way - First with the R8, and now with the A5.

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3D is an amazing tool, especially when you use it to make action sequences that mimic reality. You don't have to account for physical limitations or the weather and you have full control over lighting and camera angles.

But, 3D movies often also take much longer to do - especially when your product is a car. The real beauty of a car is not the car itself - but instead the effect you get from reflections in the paintwork.

I think that Audi spent more time creating the 3D environments for the reflections than they spent on making the 3D model of the car.

Watch the movies again - but this time look at the details in the reflections... Especially in the A5 movie.

(Source: Audi)

Comments

Adam - Sep. 9, 2007

I can't say either video really sold the car to me though. The videos just had an unreal feel to them, slightly Anime-style, that to me doesn't match up with the motive for buying a car.

If I want a computer-generated R8, I'll buy Gran Turismo or whatever, but here I want to be shown what the real thrill of the drive would be like. Watching an R8 being driven on Top Gear would probably be a better advert (assuming they don't say it's crap hehe).

I dunno, just really didn't work for me as a car ad :/

Thomas Baekdal - Sep. 10, 2007

Adam, They are not meant to be advertisements, but instead as product showcases. The A5 car ad looks like this:

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Thomas Baekdal - Sep. 10, 2007

BTW: Yes having the guys from Top Gear say "This is just a stunning car" would be much more effective.

Although they probably wouldn't since the top model includes Quatro (4 wheel drive) - hence they cannot do power sliding :)

Adam - Sep. 10, 2007

Fair enough :)

I did just have a chuckle though - after my first comment I noticed Project Gotham 4 coming out soon on Amazon, so had a look and the demo video included an R8.

Thomas Baekdal - Sep. 10, 2007

He he

Alfie Goodrich - Jun. 26, 2008

Nice. Great little showcases for the design and features. Who needs paper brochures anymore? I sat in the R8 the week they received the forst models at the Picadilly main dealer in London. Amazing. I couldnt get my son out of it. Difficult to explain to a 6-year-old what 92,000 Pounds is. :-) The dry sump lubrication is a nice touch. The Lamborghini Miura had that too.