To create a launch spot explaining the benefits of the worlds first always-connected car —and do it in a way that does not depict any car UI or UX.
At the time of engagement, neither the car nor the onboard telemetry UI had been built, so we had no reference, other than sketches from the Audi design lab to build from.
The sketches, however, did inspire us to tell the story using line-art motion graphics. This approach, combined with data visualization representing speed, geolocation, entertainment, and other onboard metrics, resulted in a minimalist aesthetic right in line with the Audi brand.
The entire sequence appears as a 2D animation, but we actually built it all in a 3D space, allowing us to create a camera/POV that follows a red line through the full sequence.