Imagery
Visual world
passionate | cultivated | powerful
The modern and prestigious visual world of Audi is the basis for the presentation of an R/RS/S model. But it is more energetic: the emotionality of the pictures is not created by performance clichés, but by visually more powerful compositions as well as a more athletic cast, who are tastefully dressed and casually interact with the cars.
The perspectives are more dynamic, but never lose their touch of elegance and yet still look powerful – without ever losing their premium attitude. The vibrant play of light on the cars makes the design of the vehicles more striking and further enhances the energy of the pictures. The visual style of an R/RS/S model reveals the sporty character of the vehicles at first glance.
Styling
progressive | reduced | elegant
The styling of our cast reflects the progressive and performance-oriented target group. One glance at our cast’s appearance makes it immediately clear: these are extremely confident and sophisticated characters who drive things forward. The style of their outfits is smart casual. Both the women’s and the men’s clothing is made exclusively of high quality material. Their accessories emphasise the overall outfit. They are of extremely high quality, yet minimalist in style.
They show taste and understatement. The cast are dressed in very muted colours, because the R/RS/S models are often presented in vibrant colours and the overall image shouldn’t be too colourful.
Composition
compelling | energetic | characterful
Even though the compositions look very energetic, they also feel open and natural. They have to show performance, but in a thoughtful, modern and prestigious way. If an image is implemented as a rig shot, elements in the background should still be clearly visible and not too blurred.
The compositions are not packed, but all elements have enough space to breathe: in a casual interplay, cars, cast, backgrounds and bright and dark areas form a highly elegant composition that clearly shows what the R/RS/S models are all about: an exclusive and powerful experience.
Perspectives
intense | courageous | dynamic
Due to the sportiness of the R/RS/S models, the perspectives are dynamic but always elegant. The viewing angles have to be selected in such a way that the R/RS/S models fulfil their sporty yet premium character of the athlete in a suit. Full of power but still understatedly elegant. Energetic close-ups of exterior and interior highlights and slightly sloping horizons support this character and show the technical finesse of the vehicles.
Rig shots are possible to stress the performance of the cars. The light is as natural and warm as in all other Audi images. But the angle of the light creates high-contrast shadows that enhance the powerful effect of the perspectives even further. The visual style of an R/RS/S model represents the intense experience that these premium vehicles provide.
