Peter Ivanov
Creative direction
Peter Ivanov
Show direction
AI can do a lot. It can design the perfect car, but it will never get to drive what it made. "If artificial intelligence could dream, it would dream of an Audi A5." That slogan inspired us to raise the bar for car launches. Together with our friends at Sila Sveta and Interactive Lab, we created a large-scale multimedia show. The Moscow premiere of the new Audi A5 Coupe was the world's first car launch to use real-time motion tracking.
At the heart of it was the show "Artificial Intelligence vs YOU." The car was the hero and the author of its own presentation. Simply by moving across the projection area, it controlled the mapping like a painter's brush. Sensors tracked its position across more than 300 square meters, and a custom tracking system instantly synced the visuals and lighting with its movement. More than 400 guests watched from a grandstand built for the best viewing angle. At the climax, every guest's phone rang with a short message from the AI: "But you can!"
To bring the idea to life, team skipped Moscow's thousands of event venues and found a unique industrial space: 2,500 square meters with ceilings over eight meters high. In 10 days, a huge warehouse in northern Moscow became an architectural project with multiple zones and tons of sci-fi set design. Interactive installations, decor and sound design made the AI feel present everywhere.
Thanks to our partners ArtStyle Media, SYNERGY and Atmosfera. Guests at the launch included Ivan Urgant, Ksenia Sobchak, Viktoriya Isakova and other celebrity fans of the brand.
At the heart of it was the show "Artificial Intelligence vs YOU." The car was the hero and the author of its own presentation. Simply by moving across the projection area, it controlled the mapping like a painter's brush. Sensors tracked its position across more than 300 square meters, and a custom tracking system instantly synced the visuals and lighting with its movement. More than 400 guests watched from a grandstand built for the best viewing angle. At the climax, every guest's phone rang with a short message from the AI: "But you can!"
To bring the idea to life, team skipped Moscow's thousands of event venues and found a unique industrial space: 2,500 square meters with ceilings over eight meters high. In 10 days, a huge warehouse in northern Moscow became an architectural project with multiple zones and tons of sci-fi set design. Interactive installations, decor and sound design made the AI feel present everywhere.
Thanks to our partners ArtStyle Media, SYNERGY and Atmosfera. Guests at the launch included Ivan Urgant, Ksenia Sobchak, Viktoriya Isakova and other celebrity fans of the brand.
Petr
Ivanov
Ivanov
