Audi, alongside Hearst Spain, commissioned us to create a conceptual audiovisual piece to accompany the launch of the new Audi Q6 e-tron, the 100% electric SUV, which embodies the brand’s cutting-edge technology, design and sustainability. The initiative was conceived as a Creative jam session, and was published simultaneously in Harper's Bazaar, Elle Decoration y Esquire, three of the Hearst Group's premium publications.
The objective was clear: to connect the creative universe of three contemporary artists with the essence of the new vehicle, generating content that would inspire a demanding audience with a connection to design and innovation.
The key to the project was to make the Audi Q6 e-tron a true muse for artists, without losing its character as an object of desire and technological symbol.
We are coordinating the participation of Johanna Jaskowska, a pioneering digital artist in the use of filters and augmented reality; Andreu Carulla, an industrial designer committed to sustainable design; and the lighting design duo Contain Studi (Juan Peralta and Mauricio Obarrio). All of them created pieces live, from within their disciplines, inspired by the car.
The production was carried out in a studio in Loeches, where we built three distinct spaces within an environment lit with cinematic precision. Each artist worked with the car at the centre of the scene, accompanied by a Voiceover which narrated his creative process.
Direction and screenplayPablo Yarnoz
ProductionAsha Martínez
Camera and lightingGrito Films (Jaime and Mikel)
Steadycam operatorLandu Silva
PhotographyJuanlu Real (commissioned by Mad Media, making use of the same filming lighting)
ArtBlanca Hidalgo
StylingRafa de Juan
Hair and Make-upMiguel Caballero and Pedro Cedeño
Car CareJuanlu Real
Hearst ContributorsElena Siegrist (Production), Asha Martínez (Production)
Location: Oscylight, Loeches (Madrid)
Talents:
Johanna Jaskowska (digital artist)
Andreu Carulla (industrial designer)
Contain Studio: Juan Peralta and Mauricio Obarrio (lighting design)
The result was a collection of premium content:
One Main video 1-minute piece with a coral narrative from the three artists
Three individual video clips of each artist
Photo gallery of the session (conducted by Juanlu Real)
Statements and interviews with the talent
Social media adaptations and editorial formats
The materials were integrated into the digital and print editions of Harper's Bazaar, Elle Decoration and Esquire, under the common concept of “Vanguardia in Motion”. The action achieved significant impact on social media and in the press, positioning the Audi Q6 e-tron not just as a technological vehicle, but a truly inspiring one.
Can you see the content at:
Harper's Bazaar
Elle Decoration
Esquire
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