Car pool
I drive into the deep end to go behind the scenes at Audi’s latest ad shoot, which is inspired by synchronised swimming
Audi commercials are always ambitious affairs, but building a fake 60m-long swimming pool counts among the brand’s most audacious undertakings yet. Why would they be doing that, you may be asking. Well, it’s all in aid of putting the focus on Audi’s more compact models, which contain all the tech of a larger vehicle – just in more compressed packages.
‘The concept behind the shoot is “synchronised drive”,’ explains Audi UK’s Head of Marketing Benjamin Braun (pictured right). ‘We want to show that our small cars benefit from all the Audi technology, just like our bigger models. Our inspiration was synchronised swimming, so we’re featuring an A1 and an A7 doing an elaborate dance around a swimming pool and spraying water everywhere.’
There wasn’t a pool big enough to stage the production, so the set designers were presented with the challenge of building one from scratch. They chose as the venue the Palace of Sports in Kiev, Ukraine. A 10,000-capacity arena in the city centre, it not only hosts sports tournaments and political rallies, but also music events – the Eurovision Song Contest was staged here in 2005.
The swimming-pool hall you’ll see in the final advert will be completed using CGI to deliver a larger-than-life commercial that’s set to make a big splash on your screens.
The set
The set has been constructed from wood and finished with waterproof plastic tiles and paint to complete the illusion. It holds a few inches of water for the cars to splash about in, and sections of the wall can be removed to allow for filming
The script
Each day’s filming is broken down into scenes that follow a storyboard. This helps the crew visualise what they’re trying to achieve with each take, and determine what’s needed in terms of materials, cameras, equipment and personnel.
The creatives
For this project, Audi has entrusted the creative work to BBH, the London-based advertising agency it has worked with since 1982. In Kiev, BBH is represented by a talented young team headed up by Associate Creative Director Psembi Kinstan (right). Also on hand are creative team Gina Ramsden and Freya Harrison (in gallery at the bottom of the page), who dreamt up the concept and are here making sure their vision is properly realised.
The CGI
Computer-generated imagery (CGI) plays a key role in this advert. Even though it’s added after the shoot wraps, Adam Droy (left), from digital-content studio The Mill, needs to be present to measure the light and the position of the camera.
The filming
The advert is shot mainly on three Arri Alexa cameras – the type more often used for blockbuster films shown on the big screen. To achieve exciting angles and viewpoints, they’re mounted on cranes, on rails and mounts.
The car
The Audi A1 mirrors the A7 in performing a number of synchronised-swimming moves, including the doggy paddle (which involves lots of wheel spin), the washing machine (in which they perform doughnuts) and the dolphin (where they even execute a leap). The cars are driven by a stunt team led by precision driver Paul Swift, who has an impressive CV that includes multiple appearances on TV and in film.
