Storyline Format Art Direction Storyboard
Audi AG is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles. Audi is a member of the Volkswagen Group and has its roots at Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in nine production facilities worldwide.
Details
Brand : AUDI Germany / China
Team : MADJOR – a Labbrand Group company (Shanghai)
Services : Art direction for storyboard, Visual journalism
Platform : Internal video / Corporate communication
Status : Ideation, Conceptualization, Prototyping
Context & Challenges
The following elements are the creative part of the video introducing the Audi Digital Assistant Researches conducted by UX and Market Research Departments of MADJOR Labbrand Shanghai. The main objective of those researches was to identify the current and future trends of use of digital assistants in China. As internal document and support of communication for Audi’s headquarters in Germany, the format of the video must be short like a reader digest. As main challenge, in order to cope with deadlines, the video production should start before the end of the researches. The final video is confidential and will be not shown on this portfolio.
Video storyline
Prospective future(s)
Audi AG | Audi R8 Spyder Campaign. Video by Audi.
Narrative structure
The initial structure was designed in three parts. The first part introducing the methodology and the timeline of the researches; the second part developing different hypothesis of usages, design and personalities of digital assistants in the near future; the third part presenting interviews of local and international experts in order to validate (or not) the previous hypothesis. Easy to watch and to memorize, the structure of the video – simplified but covering the big picture, highlights the key parts of the researches, main hypothesis and learning points.
Video formats
Audi China | Digital Assistant. Formats video definition by Francois Soulignac, MADJOR Labbrand Shanghai, China
The “Brut” video-like style
The “Brut” format style has been selected – a format initially developed by native digital media focused on informative stories. The main principle is to display the informative content by text on-screen, helping the audience to understand and memorize better the information (E.G: Brut.). The format is known to be efficient as visual outreaching of specialized information or complex topics.
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Art Direction
Keywords and visual references
Audi China | Digital Assistant. Art direction for storyboard by Francois Soulignac, MADJOR Labbrand Shanghai, China
Audi China | Experience Hub screen. Photo by Ash Edmonds
Video storyboard
Audi China | Digital Assistant. Storyboard (extract) by Kyle C., Art direction by Francois S., MADJOR Labbrand Shanghai, China
Audi China | Digital Assistant. Storyboard (extract) by Kyle C., Art direction by Francois S., MADJOR Labbrand Shanghai, China
Items: Moodboard and Art direction for video storyboard (concept and format). Content: presentation of researches related to usage cases of digital assistants in China. Market samples collected in Shanghai and Beijing for Audi Europe. Job done: art direction, visual storyboarding from existing storyline.
Photo gallery
© 2018-2019, MADJOR Labbrand Shanghai for Audi AG (Germany / China) – François Soulignac, Digital Arts Management.