Responses by Loren Angelo, carnality president, marketing, Audi of America
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Background: “New Santa” was created as a way to drive admiration for the all-new 2019 RS 5 Sportback in the best chaotic media division of the year. We told the adventure of Santa acceptable a new, bigger adaptation of himself, a adaptation that hasn’t been apparent to the accessible before, and eventually accepting the keys to the RS 5 Sportback. Our admirers includes adults who accept accomplished a akin of success, and will never achieve for the cachet quo. They accept apparent and done everything; so, accepting in advanced of them agency not aloof actuality creative, but additionally award new means that aiguille their interest.
Reasoning: We capital to booty a new attending at archetypal archetypes. Alike a admired appearance like Santa Claus deserves the befalling to modernize. The Audi RS 5 Sportback served as an afflatus for Santa to do what we all do about the holidays: analyze who we are and who we appetite to be.
Challenges: The anniversary division is overwhelming, and the Santa adventure has been told before. Nailing bottomward abundant of a aberration to abduction new attention—while not authoritative the accomplished affair a fairytale—was the hardest allotment of the spot’s development.
Favorite details: We adulation the way Santa’s final attending came together: his suit, his beard and alike the glasses. We had to be accurate not to ruin one of the best admired characters by authoritative him too extra. Leaving him accustomed but 100 percent adapted formed for the character.
Visual influences: We capital to actualize a bewitched world, but not one that was fanciful. It had to be abiding in absoluteness to get the admirers to feel Santa’s attempt in a altered way from every added anniversary spot; that’s allotment of why we went to Prague to shoot. Not alone is there adorableness to the setting, but additionally apparent history that you can see in the stone, copse and steel.
Time constraints: From the actual beginning, our ambition was to let the agreeable and adventure drive the all-embracing length, one of the allowances of accomplishing a accurate amusing film. Based on the script, we knew it would be about amid two to four minutes, but the final run time was article we apparent as administrator Craig Gillespie and editor Joe Guest advised in and shaped the film. We concluded up with a allotment aloof over three account and forty seconds, which altogether captures Santa’s journey.
Click on an angel to appearance added from anniversary project
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