Audi has launched a new campaign, “Always On Business Driving,” which showcases the brand’s evolving lineup of vehicles with a focus on performance and electric technology. The campaign, edited by Edward Khoma of Abandon Editorial, features the debut of the all-new Audi A6 Sportback e-tron, the brand’s first fully electric sedan designed from the ground up. The campaign also highlights other models, including the Q6 e-tron, S e-tron GT, Q5, A5, and Q7.
The campaign was shot over nine days in the Pacific Northwest, with a unique production approach that used a compact motion-control robot arm, EVO, to capture interior shots that felt like the camera was flying through the car. This approach allowed for stunning drone-like interior shots that are rarely seen in automotive advertising. The edit, led by Khoma, emphasizes fluid movement and clean visual rhythm, with a mix of sweeping exteriors and tightly choreographed interior moments.
The campaign’s cinematic approach is designed to showcase Audi’s performance DNA and sophisticated technology, with a modern electric edge. The spots were directed by Nick Kleczewski and produced by Tilt, with visual effects and post-production handled by Untold Studios. The music and audio were provided by Racket Club, APM, and Music Bed, with audio post-production by Sonic Union.
The campaign is a significant departure from traditional automotive advertising, with a focus on showcasing the brand’s entire lineup in a cohesive and visually stunning way. The use of the EVO robot arm and the emphasis on interior shots adds a new level of sophistication and innovation to the campaign. Overall, the “Always On Business Driving” campaign is a testament to Audi’s commitment to performance, technology, and style, and is sure to resonate with fans of the brand.
The campaign’s credits include Ogilvy as the agency, with creative direction by Wes Phelan, MyTran Dang, and Jesse Custodio. The production company was Tilt, with producer Stacy Murphy and director Nick Kleczewski. Abandon Editorial handled the edit, with co-producers Marcee Sanchez and Joanna Hall, and editor Edward Khoma. The campaign’s visual effects and post-production were handled by Untold Studios, with producer Sheila Maria Lobo and Nathan Hoad. The music and audio were provided by Racket Club, APM, and Music Bed, with audio post-production by Sonic Union.