Audi came to TIME for help in telling their story and to help communicate the raw ambition of the Sphere concept project. Made up of three different models, the Sphere project imagined a world where a car is no longer just a machine to get you from A to B. It's an extension of your living space and the very nature of 'driving' needed to be rethought as a result
We told this story over six episodes of premium content, starting with a collection of 'tap-to-advance' digital experiences, told using a bespoke proprietary engine built specifically for this project.
We also created two sophisticated short films, shot in Mexico City and Germany, centred around the sustainable commitments Audi are pledging in order to reduce their carbon emissions.
PERCEPTION OF AUDI as A