Audi

A first-of-its-kind test-drive, artfully interpreted by A.I.

The Audi Q8 e-tron integrates cutting-edge technology with next-level driving enjoyment. To launch the vehicle, we stayed true to the essence of the Q8 e-tron by using the latest technology to interpret the feeling of experiencing it.

We equipped supermodel Coco Rocha with biometric sensors that measured changes in her brain activity, pupil dilation, heart rate, galvanic skin response, and muscle activity. Then, a custom A. l. art engine expressed those measurements using a dynamic visual system of multicoloured, sand-like particles—highlighting peak moments of her response to vehicle's design, performance, and refinement.

This revolutionary use of A. I. generative art not only captured the real feeling of the Q8 e-tron, but also became the narrative cornerstone of a launch campaign that included Cinema, Digital, Social, Out of Home, and an exclusive unveiling at the Royal Ontario Museum.

*This is a result of great teamwork with countless amount of talented and incredible people. Not the work of one. You are all amazing!