AudiA5

Role: Creative & Art Director
With

(Overview)

The Moscow premiere of the new Audi A5 Coupé, staged by Sila Sveta — the world’s first car launch built on real-time motion tracking, where the car ran its own show.

Under the title “Artificial Intelligence vs YOU”, the car became the author of its own presentation: as it drove across the stage, the projection and the light followed it. At the climax, each of the 400 guests got a phone call from the Artificial Intelligence. The show took the Autovision Gold and Grand Prix and was named Launch of the Year.

Sensors on the car tracked its exact position in a 300-square-metre projection area and fed a live rendering system that drew the 3D mapping and drove the lighting in real time. A stand put the audience at the one angle the illusion worked from. It began as a risky experiment and became one of the most talked-about launches in Russia. Ilya was creative and art director of the show.

(Frames)06 stills

(Credits)

Audi A5

Art Director: Ilya Balakin
Creative Director: Alexander Us
Producer: Dmitry Babanin
Production Director: Vadim Vinogorov
Executive Producers: Alexander UsAlexey Rozov
Supervisors: Zoya KharakozMikhail Dadaev
Concept Artists: Polina SukhanovaEkaterina Konovalova
CG Artists: Denis SidorenkoAnton NguyenSergey AkulyonokMaxim BitiukovDarya ShurkinaInna SavinaZoya KharakozOleg BarankinVitaly ZykovVitaly Babich
Technical Director: Dmitry Petrov
Video Engineers: Maxim TulinDenis Akopov
Technical Production: Sergey ZakharovVladimir PopilinMursal MamedovPavel IvashchenkoDmitry LobovFedor SelinMikhail PortnovYury Volodkin

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