Creativity

Can You Guess Why Audi's 360-Degree GIF Is So Creepy Looking?

Brand Used an Unexpected Kind of Camera

By Ann-Christine Diaz. Published on Oct 29, 2015

Editor's Pick

To partake in this year's Halloween festivities, Audi teamed with San Francisco agency Muhtayzik Hoffer to create this creepy looking 360-degree GIF. The video captures all angles of an Audi RS7 on what looks like the degraded sort of film you'd see in a horror movie -- like what you'd see when the family who moves into a scary house screens the mysterious reels they found up in the attic sitting next to the decrepit doll with half a head of hair and one eyeball.

But Audi's story is a bit more whimsical -- it was shot using pumpkins. The agency tapped pinhole camera expert Jo Babcock to create a unique camera setup using the seasonal gourds, and the worn effect you see comes from that. According to agency Co-Founder John Mateczyk, the idea combines "the lowest-fi cameras with a hi-tech car created an eerie effect that captures the beastly spirit of the Audi RS7."

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About

Credits

Date
Oct 29, 2015
Agency:
Muhtayzik Hoffer
Client:
Audi
Executive Creative Director:
John Mateczyk
Executive Creative Director:
John Matejczyk
Head of Production:
Michelle Spear Nicholson
Associate Creative Director:
Adam Ledbury
Associate Creative Director:
Guy Lemberg
Producer:
Veronica Santana
Senior Producer:
Jona Goodman
Art Director:
Vanessa Hellmann
Copywriter:
Christopher Penman
Group Account Director:
Carolina Cruz-Letelier
Account Supervisor:
Ryan Pariseau
Director:
Mike Sugrue
Line Producer:
Greg Speck
Pinhole Photographer:
Jo Babcock
Editorial Company:
Beast
Editor:
Morgan Bradley
Audio Company:
One Union
Sr. Engineer:
Joaby Deal

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