Creativity

A Depressed T-Rex Rediscovers Joy in Audi's Debut Spot for Driverless Cars

Dinosaurs Don't Thrive in the YouTube World

By Alexandra Jardine. Published on Sep 15, 2016

Editor's Pick

How do you promote the technological wonder that is driverless cars in a way that makes it tangible to real people? Audi's answer is a story of a depressed T-Rex who rediscovers his lost lust for life.

In this online spot, created by Razorfish and directed by Stink's Stephan Wever, the once fearsome dinosaur is plunged into an identity crisis in the modern world, with people laughing at his short arms after an embarrassing YouTube clip goes viral. Unable even to partake in sport, he becomes depressed but an encounter with an Audi piloted car changes his life. Seems there's some technology even a tiny-appendaged T-Rex can enjoy.

German animation studio Sehsucht handled the impressive VFX on the film -- as head of VFX Florian Zachau explains, it's difficult to make a dinosaur look dejected: "The biggest challenge was to make the dinosaur look depressed. A T-Rex is a rather stiff character and there is not a lot of variety on expression and gestures the animators could use in order to bring out the sadness. The interview scene in particular was not easy. There is a very thin line between making it look natural rather than awkward."

We think they succeeded -- and it's a unique way to plug the new technology.

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About

Credits

Date
Sep 15, 2016
Agency:
Razorfish
Client:
Audi
Executive Creative Director:
Preethi Mariappan
Creative Director/Copywriter:
Felix Stock
Strategy Director:
Kathrin Dariz
Copywriter:
Anna Dressler
Copywriter:
Fay Kornmeier
Production Company:
Stink Films
Executive Producer:
Martina Lülsdorf
Executive Producer:
Julian Holland
Producer:
Isabel Kast
Director:
Stephan Wever
Director of Photography:
Cezary Zacharewicz
Concept Design:
Sehsucht
Concept Design:
Stink
VFX/Post Production:
Sehsucht Hamburg
Editor:
Stink
Editor:
Inhouse
3D Artist:
Daniel Jahnel
3D Artist:
Timo von Wittken
3D Artist:
Ulf Gieseler
3D Artist:
Jannes Kreyenberg
3D Artist:
Jakob Schulze-Rohr
Rigging:
Martin Chatterchee
Composite:
Florian Zachau
Composite:
Jona Maluk
Producer:
Jan Tiller
Producer:
Stephan Reinsch
Producer:
Felix Niehoff
Color Grading:
Electric Theatre
Music Composer:
Meik de Swaan
Sound FX:
Hesse Studios Berlin
Mix:
Hesse Studios Berlin
Mix Engineer:
Lukas Walter

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