Audi is a world leader in automotive technology and artificial intelligence. The Audi A8 Sedan was the first production car in the world capable of level 3 autonomy. But, in the media, other brands were getting all the attention. We wanted to shift the perceptions of Audi, from a luxury car brand, to a tech leader and innovator, particularly in the field of AI. To become an AI leader, Audi needed to lead the AI debate. So, we turned the brand with the four rings into a film maker with MACHINE, a feature-length documentary about AI and what it means for every aspect of our lives, including autonomous driving.
MACHINE was a five-star critical success with glowing reviews across the board and it featured Audi technology and experts right at the heart of it.
The film premiered at the Melbourne International Film Festival and was released in cinemas nationwide, across Australia in 2019 and in New Zealand in 2020.
The film also featured at the Glasgow Film Festival and Manchester Film Festival in March 2020, and most recently secured multiple awards across a number of categories at the 41st AWARD Awards in June 2020, including:
- A Silver Pencil in the Design category.
- The logo and title sequence were created using artificial intelligence in a collaboration with an A.I. Artist who features in the film.
- Two Bronze Pencils in the Branded Content & Entertainment Craft (Animation & Visual Effects) categories.
MACHINE screened on SBS Viceland at 8.30 PM (AEST) on Sunday, 28th June, and was available on SBS On Demand for 30 days after the broadcast. It will be available on-demand in a number of markets around the world later this year.
Having originally conceived the idea for the film, I was the project lead at Audi and was an Executive Producer on the production.