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Audi ice experience

What we did

  • Storyboarding
  • Drone video
  • Executive Production
  • Editing
  • Post-Production

Crew

  • Director: Rob Steele
  • Creative: FCB / In Motion
  • Production & Post: In Motion

Coverage

  • Scoop.co.nz
  • StopPress

Experience in a huge range of formats

Out of the box ideas can happen courtesy of In Motion’s knowledge of all camera formats. Experience shooting from drones, fast moving performance cars, or from the hip…and even all three at once, make In Motion the choice for challenging online content projects.

Task

After 5 years of showcasing Audi as a vehicle for drivers with a passion for pushing their limits, Audi wanted to put a twist on their positioning and include other New Zealanders who despite living a less adventurous life still want some exhilaration in their driving. The requirement was to convey the message that Audi is for every day – for around town, picking up the kids, driving to a business meeting. A car for any driver ability. However, a car that is also a performance machine that’s capable of the most challenging driving conditions on the planet including the extreme Audi Ice Experience.

The Solution

As part of Audi’s creative team, In Motion not only produced and shot this short movie but was also responsible for creating the concept. Focusing on the journey as opposed to just the destination, In Motion used a combination of drones, Go-pros and Sony Fs7 cameras, to produce breathtaking footage of the journey. Comprising a visual feast of New Zealand roads scenery and driving conditions, the video captures how adaptable Audi is and engages the viewer with the superior handling ability, fast paced driving excitement and thrills of performance driving, to culminate in the extreme conditions surrounding the Audi Ice Experience 2016.

The Results

Check out the challenging conditions and how In Motion overcame them with some very creative solutions.