Giving “Birth” to the Audi RS 3 Sportback

Director Andrew Proctor and the Mill+ crew play midwife to Audi’s R8 supercar as it breathes, pushes and strains to deliver the new 362bhp RS 3 Sportback in this 110-second all-CG opus created in collaboration with MJZ director Rupert Sanders thru BBH London.

Andrew Proctor: “It’s so important that the audience feel the animalistic power and life emanating from the R8. The trap in fully CG jobs is they can feel too clinical or cold, but the animation here makes the spot so much more emotive and there’s real power in its darkness.

“I’m proud of how we managed to convey the narrative, which treads the line between violent and clinical and organic. The strong creative idea and quality of the execution really takes this away from being a normal piece of work to a much braver place.”

Lead 3D Artist Mike Chapman: “One of the main challenges was the fine line we were treading between the mechanical and organic, some of the animation tests we tried were a bit too grotesque and uncomfortable to watch and some just too clinical and lacked impact”.

Agency: BBH
Creative Team: Dominic Goldman & Ian Heartfield
Creative Director: Ian Heartfield
Executive Producer & Creative Consultant: Rupert Sanders @ MJZ
Agency Producer: Davud Karbassioun
Agency Assistant Producer: Jen Wood

Design & Animation Studio: Mill+
Director: Andrew Proctor
Producer: Adriane Scott-Kemp
Post Production / VFX: The Mill
Executive VFX Producer: Gemma Humphries
2D Lead Artist: Gianluca Di Marco
3D Lead Artist: Michael Chapman
2D Artists: Stefan Susemihl, Olivia O’Neil,Matt (Wispy) Clarke, James Pratt
3D Artists: Sergio Xisto, Philip Maddock, Adam Darrah, James Mulholland, David Hempstead, Chris Hutchison, Dan Moller, Ciaran Moloney, Matthew Kavanagh, Emanuel Strixner, Tom Raynor, Arthur Larsen, Ian Baxter
Concept Artist: Alex Caldow
Colourist: Matthew Osborne
Editor: Victor Jory
Sound Design: Will Cohen @ String & Tins
Music: Will Cohen @ String & Tins
Sound Producer: Sam Brock