Creative Presentation for AUDI | Lichtfaktor

The challenge

To showcase the new Audi TT Concept Car during the press conference at Auto China, Audi needed an original, sensational film that moved visitors and at the same time encouraged flights of imagination.

Our solution

The clip communicated the vision and the driving enjoyment of the Audi TT: a model car, controlled by a child, drives through a course of real track and detailed animated light paintings. In the connection between real image and light painting stop motion, the imaginary world of a child becomes reality in a 4k video production.

Yellow car under a bridge with an orange light drawing of a dragon in front of it

»Working together with Lichtfaktor was a fantastic experience. They are very quick and flexible, managing to start production only two weeks after first contact...«

»...The team had great confidence in the project from the get-go, producing an amazing film thanks to a lot of commitment and creativity...«

»...The trade show film for the premiere of our show car in Beijing 2014 was a great success – thank you.«

Manuel Zagovec, TV Communication, Audi AG

Storyboard with three frames: a yellow car driving, followed by an orange light trail

Light-painted animations with great attention to detail allow us to live the dreams of boyhood.

In just four days of shooting, we shot hundreds of individual images to create a very special film that communicated the complexity of the high-tech Audi TT Concept Car but still touched the audience – because it wasn’t the technology that we focused on, but the human factor.

Yellow SUV off-road with green trees made of light and a glowing “quattro” sign

Yellow off-road car on cobblestones, light drawings of houses and the word “e-tron” in the background

Yellow car on a trade-show stage with red lines of light, two people behind it

Yellow car on a stage with two men and a child holding a model car in front of it

Why we love this project

It is our strength to capture complex content in simple emotional images. We love it when our light paintings interact with reality. In this production everything came together. And it wasn’t just the result that moved us – the public reaction was likewise very touching.