AUDI q5 'React'
Director: Alan Bibby & Ryan Jefferson Hays
Overview:
Audi UK's atmospheric and beautifully shot new TV commercial, ‘React' demonstrates in super slow-motion the Audi intelligence built into its recent, new and forthcoming Q5 models.
Written by BBH London and Co-directed by Alan Bibby & Ryan Jefferson Hays through MPC Creative, the ad depicts an Audi elegantly driving through a storm. The car and film slow down to adapt to the conditions, and the car is captured in one paused moment in time against a backdrop of rain as sophisticated graphics explain the complex technological decisions it makes every split second. The graphics, creatively directed by MPC Design's Creative Director Ryan Jefferson Hays, are instrumental to the narrative in this high-end production, in which design and animation are seamlessly integrated into an epic high speed live action night shoot.
Agency: BBH
Directors: Alan Bibby & Ryan Jefferson Hays
Production Company: MPC Creative
Deputy Executive Creative Director, BBH: Ian Heartfield
Creative Director, BBH: Uche Ezugwu
Creative Director, MPC Design: Ryan Jefferson Hays
Creatives, BBH: Marc Rayson, Callum Prior
DoP: Luke Scott
Offline Editor: Ben Harrex @ Final Cut
Executive Producer: Sophie Gunn @MPC Creative
Producer: Kat Armour-Brown
Production Director: Michelle Kendrick
Shoot Attendant: Ricky Weissman
VFX: MPC
VFX Supervisor: Iain Murray
VFX Producer: Sophie Hogg
VFX Team: Dan Sanders, Paul Hunt, Marco Gifuni, James McIver, Kerim Camdzic
Design Team: Paul Hunt, Marco Gifuni, James McIver
Grade: Kai Van Beers @MPC
Head of Music: Ayla Owen
Music Supervision: Hywel Evans @The Most Radicalist Black Sheep Music
Sound Design: Joe Wilkinson @String and Tins
Recording Artist: Faultline
Composers: Arlen/Harburg (licensed courtesy of EMI Music Publishing Ltd)
