Leading the post-COVID world of progress, Audi India in collaboration with Condé Nast wanted to present an episodic series of personalities who have championed change and pushed boundaries of luxury, design, and sustainability featuring the new Audi e-Tron GT.

5 films. 5 narratives. 5 ‘Storytellers’.

They wanted to build thought leadership of Living Progress using storytellers from sustainability and design.

For this, we had to craft an authentic narrative for the #ProgressThatMatters campaign that builds digital hype + engagement for audiences.

This campaign for Audi was all about bringing out the best parts of the stories from the influencers. Our approach to this was to make sure each one of them sounds honest, real and impactful.

These people are trailblazers in their own fields and hence giving their voice a platform that looks and feels global was our primary focus.

For achieving this benchmark we believed the aesthetics of this project needed to exuberate the global appeal. This meant not just the way we shoot but also costumes, art setup, edit flow, choice of music, etc.

Each one of these aspects were carefully curated to make sure that the films look minimal, impactful and classy. The main idea was to inform and inspire people through these stories and to build another suitable brick in the larger campaign of Audi.

To match the global campaign, we followed the treatment of having a piece to camera of the Storytellers in a studio set-up. Minimal shoot against a limbo background to emphasize their storytelling.

Interlaced with high speed B-roll shots of their photoshoot and some moments from the set.

Lighting wise our approach was to make every figure seem larger than life but at the same time very human, like us all.

Keeping the global campaign as our base reference, we replicated the sleek and minimal lighting showing a glimpse of the lighting setup in the background.

The edit was a smooth blend between shots of the leaders and the shots of them during the photoshoot.

The lines that we highlighted had their face in close-up to highlight the manner in which they say it and create a sense of immediacy/attention to what they are saying.

The lines on which there needed to be a build up, something like towards the end we slowly zoomed in on them to emphasize the build up.

The edit flow and music was different for each film to bring out the personality of each of these leaders.

The overall look for styling for the Storytellers, was one that presented them as leaders in their fields while being comfortable in their skin.

Ranging from formal power dressing to business casuals, each look was tailored as per the Storyteller’s persona.

The color palette ranged from the AUDI campaign colors of dark blues, blacks, and neutrals to block colors.

For Women:
We chose a no-makeup look for a minimal and natural approach. And for hair, we planned to have loose volume curls, one-side-hair-back look.

For Men:
We chose to have make up which was minimal and natural. While hair was styled for a sleek put-together look.

The Treatment: While our main films were an exploration of their journey and sustainability through the lens of the larger campaign and a collaboration of Audi with each one of the leaders, the BTS films were a candid window into their thoughts about this campaign and what are their hopes for the future with respect to living progress.

We treated this as a piece to off-camera of Storytellers on the set of the film wherein the talent will be looking off-camera as if talking to someone candidly on set Interlaced with normal speed BTS shots from the shoot.

The mood board being a rather wanted method of setting that has been used repeatedly in similar projects, as an alternative, we suggested that we could also consider these alternative lighting options that could be more softer, natural and positive.