Audi
For a year and a half, I was one of the main art directors at
MUH-TAY-ZIK / HOF-FER, working with Audi’s social channels. I have been concepting and art directing shoots for new upcoming car models, creating tons of social posts on very little time and no money, and helping Audi figure out who they are in a time where they are changing as a brand from being gas-powered
to go towards a more electric future.
Here are a few of my favorites.
Self-reflections
When people try a new outfit, the first thing they do is look for a mirror. The SQ5 Sportback is no different.
After its athletic and refreshing upgrade, the all-new Audi SQ5 Sportback can’t help but admire its updated sporty looks.
This concept takes the Audi fans to a premium and minimalistic home where the SQ5 Sportback checks itself out from every angle in elegant, casually placed mirrors.
Art Director...........................KAROLINA EDGREN
Copywriter.............................MAIKEN KROHN
Photographer ..........................LISA LINKE
Mothers day
Throughout the challenging times of the Covid-19 period, moms have been the ones driving us forward. With this Instagram Story, we’re paying homage to all moms by celebrating their efforts.
Social for Audi Superbowl
For SuperBowl 2020, 72andSunny in Amsterdam worked with Audi and Maisie Williams to invite the world to “Let It Go” and go electric with the Audi e-tron.
Since we know our American audience best, we created the social media story to run simultaneously as the game, to make the message even stronger. This interactive Instagram Story invited our audience to join us in our sustainability journey by making them think of habits that they can let go of.
What drives us?
Sustainability has been a massive priority for Audi in the last few years.
Driving is about adventures. Exploring beautiful roads and places. So to communicate our sustainability actions, we made it through the perspective of a car window that showcased the drives we love, and the nature we’re protecting.
From Post to Poster
To reward our most avid fans for their unrelenting passion, we turned our social feeds into a fully operational fan art printer. For months we hid a message in some of our photos that only our most dedicated fans would notice. The message invited fans to comment or reply “CTRL+P” to the post or Tweet in question. If they did, they received a printed poster of that image in the mail.
Guess the audi
Audi has a hardcore fan base that knows our cars better than anyone. We launched a series of Instagram quizzes tailored to them to entertain these fans during the Covid-19 lockdown in early 2020.
“Guess the Audi” allowed fans and followers to guess the models that belong to a detailed shot of the car, a car part, or even a car sound.
The series has so far garnered 5,7 M interactive engagements, with a solid amount of responses and fan love. The concept was repurposed by other international Audi accounts, such as Audi Sweden and Audi Croatia.
(Each frame included a unique sound)
