Turning Product Trash into Brand Treasure

What do you do when Audi of America’s in-house agency asks if you can help disintegrate an Audi R8 and then piece it back together as an art installation?

You say, "Yes!"

After learning that an Audi R8 had been damaged in a shoot and was scheduled for demolition, Audi’s in-house team saw an opportunity to create a truly remarkable content experience. Rather than scrap the vehicle they'd use it to create various pieces of brand content.

Swiss artist Fabian Oefner photographed the "disintegration" for the collectible poster above.

The team at Tilt Creative + Production collaborated with Audi’s video content creative director, Nick Kleczewski, to produce a video documenting the process entitled, The Slowest Art We Ever Built.

The team reassembled and repainted the R8 in Tony Stark’s Iron Man glut orange for the Hollywood Dream Machines exhibition of movie cars and props at the Petersen Automotive Museum in Los Angeles.

It was an exceptionally complex and rewarding project. Our client partner, Nick Kleczewski, shared, "As a filmmaker who does a lot of work in the car space, I'm always looking for ways to do something different. With a relatively small creative team inside Audi of America, however, we rely on partners who embrace our ideas and are comfortable with integration. Tilt adjusts to any situation—making them an incredibly valuable resource to our team."

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The brand video has garnered over 26MM media impressions, 15 media articles and well over 2MM social views. The collaborative experience exceeded Audi of America's expectations and affirmed the internal creative team's ability to develop and deliver content that truly powers the Audi brand image. 

Over the year-long project, the biggest takeaway for Audi and for us would likely be that true integration is a lot easier when you cast off old agency conventions and, instead, combine skillsets from inside and outside the company to bring fresh ideas to life.

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