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Gentleman Scholar and M/H VCCP Get Psychedelic With The All-New Audi Q3
- Thursday, Oct. 3, 2019
LOS ANGELES and SAN FRANCISCO
To imaginatively showcase the all-new 2019 Audi Q3 all across the brand's social metaverse, full-service advertising agency M/H VCCP and PHD, the media agency of record representing Audi, unleashed the superpowers of creative production company, Gentleman Scholar.
The project came to life when San Francisco-based M/H VCCP answered Audi's challenge to introduce the all-new Q3 to the brand's youngest audience, millennials. On social media, the "Q3 in :03" concept focused on bringing the target audience content in the way they are natively consuming it, using :03 videos, in unique artistic styles to highlight the attributes of the Q3.
To make the concept a reality, M/H VCCP tapped Gentleman Scholar, well known for its masterful ability to apply any combination of styles to the delight of leading brands and their diverse audiences. Gentleman Scholar Director Will Johnson and his colleagues are very proud to highlight their successful collaboration, and to showcase the results.
In late June, M/H VCCP's creative team provided Gentleman Scholar with a briefing laying out a bold production challenge, calling for a millennial-targeted cross-media digital campaign of the highest order. "New luxury is as different from old luxury as cars were from carriages," M/H VCCP's Executive Creative Director Joel Kaplan said of the inventive approach Audi is taking. "That gives us the freedom to reinvent how we look, act, and feel with every new piece of content we create."
"We love the range and openness M/H VCCP provided for this project," said Johnson. "Essentially, we were invited to hunt and scour for styles that surprise and delight, and then to use whatever skillset was necessary to bring the moments to life across more than a dozen unique executions, all with the Audi Q3 at the center."
To land the assignment, Gentleman Scholar created an inspiring director's treatment, representing a guided tour through breathtaking 8-bit, mixed-media, B&W, street-art, 3D, CG, type, abstract, stop-motion, collage and illustration references, with an original Audi Q3 campaign execution for each.
"We brought a refreshing mixed-media style to our treatment, featuring the Q3's beautiful angles and contours in a world painted with abstract shapes, colors and animations," Johnson concluded. "Our cross-discipline storytelling lets us flow between aesthetics smoothly and create unique frames that feel vast and reflective of our way of thinking."
Executing tricky visual concepts flawlessly, while keeping the brand in focus – using innovative approaches from CG to art-directed compositions to illustration and type – hits Gentleman Scholar's sweet spot. That's especially true for dynamic original content that rocks every viable aspect ratio, resolution and canvas.
"Exploring how animations and images can be applied to different formats and using our modular know-how to optimize stories absolutely gives us wings," confirmed Gentleman Scholar's Associate Creative Director Macauley Johnson.
For M/H VCCP, credits include Joel Kaplan (Executive Creative Director), Allen Yu (Associate Creative Director) Jesse Wilks (Senior Copywriter) and Gerardo Agbuya (Senior Art Director), Alison Beck (Producer), Ben Thomas (Strategist), and Mikaela Kearns (Account Supervisor). Complete project credits are available upon request.
More aspects of Gentleman Scholar's craftsmanship behind this campaign can be viewed at http://www.gentlemanscholar.com.
About GENTLEMAN SCHOLAR
Gentleman Scholar is a creative production company drawn together by a love for design and an eagerness to push boundaries. Since launching in Los Angeles in 2010 and expanding to New York in 2016, Gentleman Scholar has staked its claim across all media platforms. In the hands of its diverse team the company continues to evolve in the disciplines of live-action production, animation, digital exploration, print, and VR. Experience its powerful fusion of story, style, technology and design at http://www.gentlemanscholar.com.
Campaign Name: Audi "Q3 in 03" Campaign
Lengths: 12 x :03
Client: Audi of America
Agency: M/H VCCP
Executive Creative Director: Joel Kaplan
Associate Creative Director: Allen Yu
Senior Copywriter: Jesse Wilks
Senior Art Director: Gerardo Agbuya
Producer: Alison Beck
Strategist: Ben Thomas
Account Supervisor: Mikaela Kearns
Design & Animation: Gentleman Scholar
Creative Director: Will Johnson
Managing Director: Jo Arghiris
Executive Producer: Kirsten Noll
Head of Production: Tyler Locke
Associate Creative Director: Macauley Johnson
Lead Designer: Madison Ellis
Senior Producer: Bridgette Spalding
Designers: Jina Kwon, Tomo Beddie, Will Burkhart, Sam Button, Liam Elias, Madison Kelly, Vin Kim, Jeremy Ramirez, David Rowley
2D Animators: Gretel Cummings, Madison Kelly, Sam Button
3D Generalists: Tomo Beddie, Will Burkhart, Thomas Choi, Liam Elias, Wu Hyun Lew, Jeffery JIP Jeong, Anthony Maiuri, David Rowley
Editorial: Gentleman Scholar
Assistant Editor: Dominic Strazulo
DWA for Gentleman Scholar
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