Bringing Sleek Precision to Audi’s Latest Campaign

Abandon Editorial’s Edward Khoma collaborated with Oglivy for Audi’s campaign, “Always On Business Driving,” highlighting a full line-up of cutting edge models, led by the all new Audi A6 Sportback e-tron. The  campaign follows the first fully electric Audi sedan as it traverses through winding forest roads, showcasing the sleek silhouettes and refined interiors. 

With the spot’s use of impressive technology to capture its sleek shots and cinematic landscapes, Edward says the editorial experience was a unique one. “This campaign was such an energetic and unique experience to cut,” he shares. “The production team used a compact motion-control robot arm, EVO, inside the cars to capture shots that felt like the camera was flying through the interior, something I had never seen done before. EVO’s ability to maneuver in tight spaces where traditional rigs would not fit gave us a stunning collection of cinematic, drone-like interiors rarely seen in automotive commercials. It was a 9-day shoot up and down the Pacific Northwest, and everyone was thrilled with the final result.” Each spot in the Audi campaign underscores the brand’s luxurious aesthetic and core features including intelligent technology and performance redefined.