AUDI Q7 | TVC | DIGITAL | LONDON - UK | 2019 | BBH LONDON

DIRECTOR | BENEDICT REDGROVE

For the release of the Audi Q7, we wanted to show that this is a BIG car. We did this by creating a massive infinity ceiling. This presented us with the technical challenge of lighting and creating the infinity environment for the car to sit in.

We constructed a huge 60 x 40 soft box, rigged with electronic winches so that we could position the box in multiple angles and locations, to selectively light sections of the car for both stills and motion elements. The soft box comprised multiple Tek Tile units connected to a DMX lighting desk, allowing for creative, adaptive light management and the idea of light fluidity. Using a “seamless textile material”, gaffer Steve Finberg was able to build this huge light box with only one central join, making post and VFX clean up much easier. VFX added an extension to the ceiling and grid pattern, helping to create the illusion of scale and infinity.