Feel the Art of Audi

//  08.08.23


The feeling of driving the new Audi Q8 e-tron is artfully envisioned by A.I.

Bensimon Byrne and 1stAveMachine create a first-of-its-kind test-drive with supermodel Coco Rocha to launch the new flagship EV

The new Audi Q8 Sportback e-tron is an exquisite blend of technology, performance, and the expression of human imagination. come together to create an uncompromising Audi experience, that is truly progress you can feel.

To promote the new full-electronic vehicle, Audi Canada has launched “Feel the Art of Audi,” a bold creative campaign from Bensimon Byrne which allows would-be drivers to both see and feel the future of premium mobility and illustrate how Audi goes beyond simply putting people in cars and prioritizes creating meaningful and fascinating experiences.

Working with Canadian supermodel Coca Rocha, the agency partnered with 1stAveMachine for the campaign, using an array of biometric sensors to capture the lifelong Audi driver’s genuine responses to the new Q8’s design, performance, and refinements. It then fed her responses—which ranged from awe, to exhilaration, and serenity—into a custom-built AI art generator to transform them into dynamic digital art.

With so much of the conversation around EVs focused on practical aspects such as range, price and availability, the campaign goal was to position the Q8 as the new standard of electric luxury thanks to its combination of understated and elegant design, attention to detail both inside and out, and zero compromise on performance.

Audi prides itself on progress and embracing new technologies that improve the human experience, and the resulting art is the embodiment of progress that drivers can feel.

The campaign goal is to tell a compelling story about the Q8 rather than simply outlining a series of features, said Audi Canada Head of Marketing Joseph Ottorino. “This concept not only precisely captured the feeling of experiencing the Q8 e-tron models, but did it through an AI-generated visual masterpiece,” he said. “The AI experiment was a compelling factor.”

Joseph Bonnici, CCO for Bensimon Byrne’s parent company, Tadiem, said that EV brands have both a challenge and an opportunity to stand out beyond simply technical specs as the category matures and people’s questions and fears around the category begin to subside.

“When you drive a vehicle you love, it creates an emotional reaction, and that insight provided us with the inspiration to measure and visualize a devoted Audi driver’s reaction to the Q8,” he said.

Coco Rocha was the perfect fit for the campaign as not only is she a lifelong Audi driver, but she is also a modelling pioneer who was among the very first adopters of social media. Rocha is a perfect representation of Audi’s progressive approach to automaking, added Bonnici.

The campaign launch took place at Toronto’s prestigious Royal Ontario Museum (ROM), a perfect place to showcase Audi’s innovation and cultural significance.

For more information on the “Feel the Art of Audi” campaign and the Audi Q8 e-tron, please visit https://www.audi.ca/ca/web/en/inside-audi/inspiration-and-lifestyle/art-of-Q8-e-tron.html



Title: “Feel the Art of Audi”
Client: Audi
Head of Marketing: Joseph Ottorino
Manager, Brand, Content & Media Marketing: Wesley Canaon
Manager, Experiential Marketing: Chris Leandre
Manager, Retail Marketing: Chloe Moussaed

Agency: Bensimon Byrne
Chief Creative Officer: Joseph Bonnici, Meredith Klapowich
Executive Creative Director: Jessie Sorell
Associate Creative Director: John Pavacic, Linna Chang, Ana Segurajauregui, Katherine Flores
Art Director: Caleb Leung
Copywriter: Talal Itani
Managing Director, EVP: Lisa Good
Business Lead: Hayley Kleynhans, Alex Choi
Project Manager: Olivia Lewis, Jenny Guth
Account Director: Daliah Marsons, Cole Douglas
Account Manager: Rachel Romu, Kayla Metcalfe, John Sequeira
Director of Production Services: Michelle Pilling
Producer: Caroline Clarke
Director, Experiential: Melissa Da Costa
Event Producer: Lisa Riedel

Production Company: Free Society
Director: Chris Muir
Director of Photography: Shin Sugino
Head of Production/Producer: Dan Arki
Executive Producer: Tony DiMarco

Art & Technology: 1stAveMachine
Art Direction: Espadaysantacruz Studio
Technical Direction: Artist + Engineers UK
Executive Producer / Partner: Sam Penfield
Executive Producers: Andrew Geller, Nick Litwinko
Creative Consultant: Beau Burrows
3D Animation: Lanczos

Editorial: Button Factory
Editor: Tim Pienta
Producer: Caroline Clarke

Colour and Online: Alter Ego
Colourist: Andrew Ross
Online Artist: David Whiteson
Producer: Andrew Tavares
Executive Producer: Hilda Pereira

Audio/Music: TA2 Sound+Music
Audio Directors: Steve Gadsden, Oliver Wickham
Audio Engineer: Chris Masson
Executive Producer: Dana Gadsden