For the IAA Motor Show, Audi constructed a two-story building in lieu of a traditional convention booth. This structure showcased bold exhibition architecture by leveraging sharp angles, metallic surfaces, and honeycomb patterns. Inside, the aesthetic continued into the exhibition hall which featured a space for 33 automobiles surrounded by four monolithic LED screens. I was involved with creating content for the four screens, each with its own mounted vehicle and set of features. The animation and physical cars were synchronized across all screens to work in unison during the show.
Choreographing contents for 4 screens to play in unison was quite a challenge creatively. It also took some technical prowess and many cups of coffee to handle the epic scale. But the reward upon completion was even bigger.
Produced at Midnight Sherpa
For Aarklab / Audi AG