Audi extends its partnership with FutureDeluxe and BBH to launch three new films for the sponsorship idents on Sky Sports F1. The new release captures Audi through a collection of
materials, movement, and light.
FutureDeluxe explores three defining elements of Audi engineering: high-voltage orange cables that capture the speed of electric power, signature LED lighting that unfolds in elegant
choreography, and premium leather with visible stitching. Approaching the rings as a sculptural object, the studio worked through fresh camera angles, lighting, and motion to showcase each material while preserving the iconic logo.
“Every material reflects a different aspect of Audi’s design philosophy,” said Yas Vicente, Creative Director at FutureDeluxe. “For this chapter, we looked at how craftsmanship meets
technology, from the precision of leather stitching to the clarity of the new LED light language to the energy of high-voltage orange cables. These elements reveal the emotion and attention to detail behind the brand.”
Experimentation drove the creative process, with the team closely observing how these materials move, reflect light, and interact. Inspired by the rhythm of Formula 1, the films’ pacing
follows moments of acceleration and control. Built through cinematic composition, subtle animation, and rich sound, the films connect Audi’s F1 engineering to the heart of every Audi RS
model.
The idents debut on Sky Sports F1, bringing fans closer to the thinking behind every Audi RS model.
