For car enthusiasts the sound and the pulsing of a high-performance car are everything. They’re a palpable expression of power.
BBH London has captured that drawcard in its campaign to launch the Audi RS5 in the UK, a campaign that puts the brand’s high performance credentials back in focus as it makes its first entry into Formula One.
RS 5 Shake captures the RS 5’s real engine sounds alongside torque data from high-performance driving at Neuberg, and feeds it directly into the launch photography. The DOOH and digit media work roar and pulsate. Typography trembles, frames shift and imagery destabilises just enough to suggest the force behind it.
Static work shows trembling with visual cues and image transitions.
A BTS content film documents the campaign process, capturing raw sound and telemetry on track as well as the technical process of using data patterns to shake the photography.
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