Audi TTS Brochure Hack

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Virtual Cockpit

Audi's sleek, new TT model features a "virtual cockpit," a digital dashboard designed to enhance the driver's experience. To help inspire prospective buyers and get them one step closer to sitting in the driver's seat, Audi hacked the conventional sales brochure, an important touchpoint in the customer journey. Thanks to augmented reality, potential buyers could launch the app, place their smartphone on the brochure, and touch hotspots on the page to navigate the display. Users could also configure the car and request a test drive.

Using conductive print, Audi turned the conventional sales brochure into a smart surface, enabling haptic feedback. An embedded Bluetooth chip delivered a seamless experience between the page and the user's phone, transforming every touch on the page into a rich product demonstration.

The Audi TT Brochure Hack closed the gap between virtual and physical worlds in a way that delivered real value and transformed how Audi can engage with customers through experiential direct marketing.

My role:

I made all the post production/color grading/compositing and editing on the video clips inside the app.

So we would be able to have a user journey that would resemble the real virtual cockpit inside Audi TTS.

My other responsibility was to create this case film for cannes.

Was part of the process from the very beginning with creating a storyboard, deciding a story (with AD/ECD/GCD) and up to the final result of the film.

I made all editing/motion graphics design/2D/3D as well as all post production/color grading/compositing.

Team:
ECD: Preethi Mariappan
CD: Chris May
ACD: Yasushi Zonno
AD: Daniel Righi and Diego Margini

Motion Art Director: Henrik Östergaard

Software Developer: Marco Koeppel
Concep Developer: Fay Kornmeier and Anna Dressler
PM: Tobias Hering
AM: Caren Erhardt