Audi Slot Car Race

//  01.16.13

Audi Canada Reinvents The Test-Drive With World’s First iPad Controlled Slot Car Race

TORONTO, January 16 – With the release of a documentary short film today, Zulu Alpha Kilo and Audi Canada have put the final touches on the Audi quattro® Experience. This one-of-a-kind interactive installation put participants in the driver’s seat of a custom-made 1:32 scale Audi A4 quattro® slot car for the chance to test their on-track skills.

Using the world’s first iPad enabled slot car controller, visitors to the installation were able to take their A4 for a wild test-drive around hairpin turns, down long highway straightaways and through icy mountain passes – terrain that would get the better of lesser vehicles.

Here’s a video outlining the project.

The project involved a number of innovations to marry the worlds of slot car racing and technology with the Audi brand:

• A handcrafted 140 sq. ft. (20’ by 7’) custom slot car track
• 3D printed 2013 Audi A4 vehicle shells fit with Audi quattro® all wheel drive slot car chassis and custom in-car cameras
• Custom iPad app integrating live in-car camera feed and digital voltage modulator to control vehicle acceleration
• High definition bird’s eye view race cam with integrated Facebook, Twitter and YouTube share function

The film, entitled “Painting Coconuts”, captures the entire build through the eyes of track maker David Beattie of Slot Mods USA. Set behind the scenes leading up to launch of the Audi quattro Experience, the film offers a unique look into Beattie’s personal story, his passion for the art of custom track design and the sport of slot car racing. It also delves into his process and the challenges his team faced to execute a project with so many innovative features. The film was directed by Tamir Moscovici (Urban Outlaw) of Industry Films.

Zak Mroueh, President and Executive Creative Director of Zulu Alpha Kilo, said, “This was the perfect opportunity for us to reimagine what a test drive could be, and bring a truly unique and memorable experience to Audi fans.”

Jennifer Dobbs, Audi Brand Marketing Manager, said, “In every way, this innovative experience brings to life our passion for design, craftsmanship and sportiness. It’s also a perfect embodiment of the progressive ideals of the Audi brand and our desire to delight our customers in Canada.”

This is the documentary, “Painting Coconuts”.
More information, including final race leaderboard, is available online at

About Zulu Alpha Kilo
Zulu Alpha Kilo is based in Toronto, Ontario. Founded in July 2008 by world-renowned Creative Director Zak Mroueh, the agency has a staff of 54. Clients include Audi Canada, Bell Canada, Coca-Cola Canada, Corona, Service Inspired Restaurants and Workopolis. Everyone in the company belongs to one company-wide creative group, and free-spirited, collaborative ideation is one of the agency’s core principles.

About Audi Canada
In 1971, Audi was first introduced to the Canadian market. Today, a network of 41 Audi retailers sell and service a range of premium vehicles nationwide. Headquartered in Ajax, Ontario, Audi Canada markets a line of luxury cars built in plants in Ingolstadt and Neckarsulm, Germany, as well as Slovakia, Belgium and Hungary. The parent company, AUDI AG, resides in Ingolstadt, Germany. Additional information on all Audi models and history can be found at

Credits for the Audi quattro® Experience and the “Painting Coconuts” documentary

Client: Audi Canada
Client: Jennifer Dobbs

Agency: Zulu Alpha Kilo
Executive Creative Director: Zak Mroueh
Creative Director: Shane Ogilvie
Copy Writer: Jon Webber
Art Director: Simon Au
Agency Producer: David Isaac
Account Team: Adam Lang, Barrett Holman, Christina Polyzos

Production House: Industry Films
Digital Production House: Thinkingbox
Director: Tamir Moscovici
Media Agency: Mediacom
Track Fabrication: Slot Mods
Car Model Fabrication: Uplis Ltd
Slot Car Parts: Electric Dreams
Event Company: Vision Co.
Cinematographers: Anthony Arendt, Vinit Borrison
Post Production: Married To Giants And Alter Ego
Colourist: Wade Odlum
Editor: Paul Proulx
Audio House: Pirate Audio

For more information and interview requests please contact:
Cort Nielsen, PR Manager, Audi Canada, 905.428.5820, Cort.Nielsen@Audi.Ca
Zak Mroueh, Zulu Alpha Kilo, President and Creative Director, 416-777-9858 x222