Velázquez’s Las Meninas is not only one of the most famous works in the history of Spanish art, it has also been a piece subject to countless analyses, theories, and interpretations.
Just when it seemed that everything had already been done, Audi has added another twist. For the first time, Ogilvy Barcelona and Audi have interpreted a pictorial work from the perspective of a car. And they have done so by uniting two key elements of its innovation community: creativity and technology.
LiDAR is the acronym for light detection and ranging, a technology integrated into Audi’s safety systems that detects distance and depth to generate precise 3D maps of the environment and improve the driving experience and safety of its passengers.
However, some artists are beginning to take this technology further, using it as a creative tool. And so has Audi, who with the help of digital artist Javier Pardina, has created a 3D representation generated from more than 2 million points of information.
To calculate the distances and depths of a painting, it was necessary to recreate the content of the painting in a real-life setting. This started with prior research, complemented by a casting process, styling, costumes, lighting, and set design faithful to the era in which Velázquez painted his masterpiece. To achieve this, Audi and Ogilvy assembled an eclectic team of experts in different disciplines such as LiDAR engineering, art history, set design, and digital art.
The project has produced a limited edition of 180 works that Audi is delivering to members of its creativity and innovation platform. In addition, the experience has been complemented by a website hosting all the information, extra material, and a making-of of the project.
The projecy underlines Audi’s belief that there is always a new way of seeing things.
Credits:
Client: Audi
CRM & BI Senior Manager Audi: Gemma Sort
Audi Innovative Thinking – Project Manager: Sílvia Carrascosa
Audi Loyalty Manager: Emma Castells
CRM Audi: Alba Lara, Albert Montané
Creative Agency: Ogilvy
Collaborating Agency: Hogarth
Chief Creative Officer: Roberto Fara
Executive Creative Director: Noelia Fernández
Creative Director: Fran Arguijo
Art Directors: Nico Farina, Daniel Halifa
Copywriters: Willy Gutiérrez, Andrea Sánchez
Account Director: Isa Cisneros
Account Supervisor: Andrea Palacios
Account Executive: Sara Farrés
Tech Lead: Ismael Luque
Web Developer: JL Pérez
Communication: Christian Martínez, Annais Soriano
Production: Monika Díaz, Jordi Roca
Global Chief Creative Officer: Liz Taylor
