Audi wanted the new Q7 to be seen as a projection of the brand’s greatest attributes.
We took them literally.

CLIENT: Audi Canada
AGENCY: Zulu Alpha Kilo
YEAR: 2016
ROLE: Concept, Copywriter, Creative Director

With an impressive mix of performance, style and innovation, the all-new Audi Q7 has always been a great expression of the brand mantra, Vorsprung durch Technik (Advancement through Technology) and anyone who gets behind the wheel, quickly understands how that greatness projects onto the road. But for this execution, we had to do more than say it; we had to prove it.

The high-concept 90-second online film “Projection of Greatness” was designed to look like something no SUV buyer had seen before, using advanced 3-D projection mapping to send the Audi Q7 on a magical ascent up a 7,500 ft. mountain. To live up to Audi’s innovation credentials, the whole thing was captured entirely in camera and no special effects added.