Audi Watchman

Audi wanted to talk about luxury in a new way. We loved this idea that luxury by definition is ‘unnecessary’. And the fact that Audi would go to these seemingly insane, extraordinary lengths to engineer these machines is likewise ‘unnecessary’. But that’s exactly why they do it. The things that may seem unnecessary at the time, are the things that inevitably move the world forward. So we simply asked the team to imagine the Audi engineers as a bunch of crazed maniacs, relentlessly chasing the unnecessary. And have some fun. Naturally things got a little dark.