Partnership
Audi
More than a decade alongside the four rings — the story of a partnership that grew.
This is not a classic case study — it is the story of a relationship. For more than a decade I have worked for Audi as a freelancer, across changing agency constellations and across disciplines: digital brand experiences, campaign and film ideas, out-of-home and POS concepts, illustrations, infographics, entire platforms.
Live with a brand long enough and you internalise its DNA — and eventually get to help shape it. The remarkable part is not any single project. It is the trust of being called back, again and again, as an outsider. What grew over the years is not a pile of cases but one coherent body of work.
The beginning — Audi Q3 · Creative direction, idea, concept
Fish where the fish are.
The entry into the Audi world: the market launch of the new Q3 — the first-ever YouTube channel takeover for a car launch. The channel unfolds into six 3D stages, elaborately built in Cinema 4D, presenting and explaining the car interactively.
Combining 3D staging, interactivity and YouTube's technical limits is extremely complex — right at the edge of what the platform allows. Which is exactly why it works: a premiere people talk about.
The premiere before the premiere: empty stages on billboards and print ads, revealing first details via the Audi app days before release.
In between — campaign, POS, out-of-home, film
Across the disciplines
After the Q3, the thread never broke. Campaign pitches followed, ideas for point of sale, out-of-home and film — work between the big projects, rarely seen in public.
For brandbooks and internal brand materials I developed illustrations and infographics on my own. It is precisely these quiet tasks that demand the most trust: they shape how the brand speaks to itself.
The big one — the RS platform · Design in sole responsibility
Audi RS
Then the biggest brief yet: independently designing the platform for the entire RS model range. Born on the track. Built for the road. — Audi's performance and motorsport world gets its own digital home. Each model its own stage, interactive tools explaining the engineering and the connection to racing.
Months of work on a distinct RS branding — and on imagery designed down to the last detail.
In passing — an idea for Le Mans
Welcome back, Porsche.
When Porsche announced its return to Le Mans, it did not take a campaign — just a rear end. The greeting sits on the back of an Audi. With a wink: at Le Mans, Porsche would only ever see the Audis from behind anyway.
The wink became a real film: “Race car on the road”, released through Audi Belgium's official channel.
The extension — Land of quattro · Neue Digitale / Razorfish
Land of quattro
The classic quattro campaign becomes a digital world: at Neue Digitale/Razorfish I designed the entire campaign site in sole responsibility. The social microsite invites drivers and enthusiasts to share the best quattro road in their region — filling the site with their imagery.
Rolled out in 47 markets.
The flagship — audi.com · Neue Digitale / Razorfish
audi.com
The relaunch of the international brand site bundles everything built up over the years: brand understanding, systems thinking, digital craft. For nearly a year I worked on a modular, responsive design system — an editors' tool that follows Audi's digital guidelines.
To this day, the system keeps the global brand website growing.
And onwards
One coherent body of work
Add to that further design work — up to a smaller redesign of the Audi branding itself.
What remains is more than a list of projects: a creative partnership grown over more than a decade. And the trust to keep shaping a great brand, again and again.
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