This is ‘A Light on the Horizon’, a head-turning campaign for the striking 2018 Audi A7. The imagery, shot on location on the Healy Pass, Kerry (Ireland), by Alex Telfer showcases the stunning single stroke OLED tail-light as an iconic portal through which we can talk about the A7’s technological and aesthetic prowess.
From the outset, it was imperative to capture the dramatic open shutter lighting effect entirely in-camera in the early morning west of Ireland twilight as the A7 wended it’s way majestically, trailing it’s futuristic red mono-band of light through the valley, before we composited the shots for the final master visual. The consideration, care and organic detailing in the realisation of the imagery needed to be masterful and entirely authentic in order to truly embody and reflect the world class production, craftsmanship and technology of the vehicle itself.
The work could be seen across 240 sheets, 96 sheets, golden squares and 48 sheets across the country as well as in social and digital display. Chemistry also created filmed content with Promenade Post to emphasise the grace of the new A7 as juxtaposed with the rugged beauty of the fun-to-navigate Irish landscape, across Audi Ireland’s social channels.
Creative Director/Art Director : Robert Boyle
Art Director: Siofra Murdock
Copywriter: Robert Cummins, Aoife Stepleton
Account Handler: Mags O’Reilly
Client : Audi Ireland
Photographer : Alex Telfer
Production : Yoke Productions
Retouch : Jon Lloyd