Three episodes directed by Pabz Alexander were shot on the grounds of Changi Exhibition Centre
BBDO Singapore and electriclime° partnered with Audi to create a three-part digital content series to showcase the brand’s new high-performance compact sports cars, the Audi RS 3 Sedan and Sportback.
According to the creative drive behind the campaign, in “a cluttered world full of buzzwords, brands, and technical jargon, how do you convey the beauty and performance of a true high-performance sports car?”
For Audi Singapore, the answer lies in creating authentic and hyperlocal video content.
BBDO Singapore partnered with boutique production house, electriclime°, to bring this project to life. The three episodes, directed by Pabz Alexander, were shot on the grounds of Changi Exhibition Centre which included the set-up of an obstacle course, creating an urban ‘race track’ designed to test the drifting capabilities of the RS 3.
The first episode welcomed veteran motoring journalist, Leow Ju-Len, to talk about the power and history of the cars’ five-cylinder engine. Racecar driver, Claire Jedrek, led the second episode where she focused on the enhanced driving dynamics and even drifting, that are made possible by the RS Torque Splitter. And in the final episode, Mediacorp CLASS95 DJs, The Muttons, compared the varying design and style features of the RS 3 Sedan and Sportback.
“The new, compact, high-performance Audi RS 3 takes driving and performance to a whole new level. We wanted to tell its story through a content-first approach in this three-part video series. So far, no other automotive brand has ever done something like this in Singapore,” said Rudi Venter, head of marketing from Audi Singapore.
“The Audi RS 3 is the driftiest all-wheel drive Audi ever! I had the unique opportunity to experience that first-hand. Being a car enthusiast and working for the Audi brand is the best of both worlds. BBDO is extremely lucky to be able to create informative yet exciting content using well-known local influencers that everyone can truly enjoy, ” said Tay Guan Hin, Chief Creative Officer of BBDO Singapore.
Senior producer of electriclime°, Dora Claire David, added: “It was fantastic to get the chance to link up with BBDO Singapore and Audi once again for another launch. From the outset, we knew it would be an exciting project for us to produce the three films and bring the vision to life, showing off the sublime RS 3 and working with local talent and influencers. The process was clear from the start, while shooting the drift shots provided exhilarating and thrilling sequences for director, Pabz Alexander, and DoP, Joel Heng.”
CLIENT: Audi Singapore
AGENCY: BBDO Singapore
CHIEF CREATIVE OFFICER: Tay Guan Hin
SENIOR ART DIRECTOR: Amanda Ler
WRITER: Kevin Ho
MD: Monica Hynds
GROUP ACCOUNT DIRECTOR: Ariel Chew
ACCOUNT DIRECTOR: Kenny Lim
AGENCY OPERATIONS LEAD: Anne Lee
PRODUCER: Anita Toh
PRODUCTION COMPANY: electriclime°
DIRECTOR: Pabz Alexander
DOP: Joel Heng
EXECUTIVE PRODUCER: Michael Ahmadzadeh
HEAD OF PRODUCTION: Rory Cavanagh
SENIOR PRODUCER: Dora Claire David
CREATIVE/1ST AD: Daniel Marjan
PRODUCTION MANAGER: Carmelle Alexis Tan
PRODUCTION ASSISTANTS: Shaya Marran, Zea Tan
1ST AC: Aaron Ang
2ND AC: Daniel Neo
3RD AC: Wansy
KEY GRIP: Elton Lim
GRIP: Syafiie, Mary Ma
KEY GRIP ASSISTANT: Zhi Xian
BEST BOY: Haikal Ismail
JUNIOR GRIP: Timothy Ham
DIT/VTO: Jonan Liang
EDITOR: Daniel Marjan, Jonan Liang.
RONIN TECH: Ahmad
WARDROBE STYLIST: Shina Tan
HMU: Norehan Binte Harun
PRODUCTION VAN: Uncle Chong