AUDI q5 'React'
Director: Alan Bibby & Ryan Jefferson Hays
Audi UK's atmospheric and beautifully shot new TV commercial, ‘React' demonstrates in super slow-motion the Audi intelligence built into its recent, new and forthcoming Q5 models.   

Written by BBH London and Co-directed by Alan Bibby & Ryan Jefferson Hays through MPC Creative, the ad depicts an Audi elegantly driving through a storm. The car and film slow down to adapt to the conditions, and the car is captured in one paused moment in time against a backdrop of rain as sophisticated graphics explain the complex technological decisions it makes every split second. The graphics, creatively directed by MPC Design's Creative Director Ryan Jefferson Hays, are instrumental to the narrative in this high-end production, in which design and animation are seamlessly integrated into an epic high speed live action night shoot.
Agency: BBH

Directors: Alan Bibby & Ryan Jefferson Hays

Production Company: MPC Creative

Deputy Executive Creative Director, BBH: Ian Heartfield

Creative Director, BBH: Uche Ezugwu

Creative Director, MPC Design: Ryan Jefferson Hays

Creatives, BBH: Marc Rayson, Callum Prior

DoP: Luke Scott

Offline Editor: Ben Harrex @ Final Cut

Executive Producer: Sophie Gunn @MPC Creative

Producer: Kat Armour-Brown

Production Director: Michelle Kendrick

Shoot Attendant: Ricky Weissman


VFX Supervisor: Iain Murray

VFX Producer: Sophie Hogg

VFX Team: Dan Sanders, Paul Hunt, Marco Gifuni, James McIver, Kerim Camdzic

Design Team: Paul Hunt, Marco Gifuni, James McIver

Grade: Kai Van Beers @MPC

Head of Music: Ayla Owen

Music Supervision: Hywel Evans  @The Most Radicalist Black Sheep Music

Sound Design: Joe Wilkinson @String and Tins

Recording Artist: Faultline

Composers: Arlen/Harburg (licensed courtesy of EMI Music Publishing Ltd)
Audi Q5 React

Audi Q5 React

Audi Q5 has a brain