Gentleman Scholar: "Audi Q3 in :03 was a dream project for our studio as we had such a wide, open brief to work with from the get-go. Not only were we given free rein to tap into a plethora of different design styles, but we also got to experiment with fun composition and playful lighting and animation. Throw in the Q3’s technical prowess and sophisticated contours for inspiration, it's easy to see how this came together so flawlessly!
"The inherently mixed media vibe of the campaign plays out so nicely on social media as it keeps everything fresh and unexpected. Honestly, if you asked us which one was our favorite, we’d find it hard to answer! We love the whole collection and hope you do too!"
SPW Credits
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
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
