THE ONE CENTRE AND UNIVERSAL EVERYTHING GET AUDI TT MOVING
The One Centre, Sydney has been working with UK based multi-disciplinary studio, Universal Everything, to develop a digital artwork as part of an innovative experiential branding program for client Audi for the launch of the new Audi TT. It can be viewed online at
Other artists commissioned by The One Centre to contribute to the ‘TT Movement’ include Japan’s Takagi Masakatsu, tape artist Buff Diss, musician Sameer Sengupta and Melbourne based collective Eness.
Agency: The One Centre
Creative Directors: Phil Shearer and Simon Hong
Digital Artwork Design & Production:
Universal Everything - Matt Pyke & Karsten Schmidt
The One Centre – Simon Hong & Michael Boston
Sound Design: Sameer Sengupta
Agency Producer: Chris Goffin
posted by CB @ 5:23 AM
5 Comments:
"digital artwork?"
Funny, it looks just like another car ad with no idea to me.
I usually admire clients and agencies trying something different... but this simply doesn't work on any level. A car ad should be about either ther car, or the brand. This appears to be unrelated to either, it's no more than self-indulgent "digital atwork". An execution with no idea.
Well there you go, it IS a 'digital artwork' from a collection of artworks - all of which will be brought together at an art event at the powerhouse... (so the web site says) what you two are missing here is that audi isn't making ads, they're hosting an event, this is the pre-curser obviously.
Funny how everyone talks up a big game when it comes to doing work outside the TV Ad/Print campaign BOX - but really most of you can't see outside those constraints.
The problem, aitch, isn't that the work is outside any particular BOX. It's that the work isn't very good.
Steve, the critique here in these comments, is that the work isn't very good as a "car ad" - the two comments both referred to it is an ad. Something that it clearly isn't.
Personally, I'm familiar with Universal Everything and dig their shit. So if nothing else it's interesting and for me... not bad.
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