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Audi USA

All-New R8 Debut


Creative Direction, Creative Strategy

Challenge: Build excitement and anticipation around a vehicle the world’s already seen.


Solution: Show the world what they haven’t yet seen.


Result: Using Snapchat, we brought Audi’s social audience not only into the invite-only North American reveal of the all-new R8, but into the R8 itself, as well. In the end, it netted us nearly 60,000 views and up to 782 saves per snap—and plaudits from the audience.

Bonus: On our way down to Monterey we did a little content capture near Bixby Bridge, resulting in my debut as an Instagram model. (That's me in the driver's seat.)

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