Fearless Then, Fearless Now is a social media series that remembers the innovations of Audi’s past and compares them to the innovations of today. Addressing Audi’s electric vehicle challenge, the series empowers the audience to be fearless of change and shifts the perceptions towards Audi’s electric vehicles to be seen as premium, high-performance, and dependable—all the things Audi is known to be.
fearless then, Fearless now
OVERVIEW
Individual
TEAM
TIMELINE
ROLE
Summer 2024
2 weeks
Video Editor
Story Developer
Researcher
TOOLS
Adobe Premiere Pro
Addressing Audi’s electric vehicle challenge through thoughtful and creative content series that will live on Instagram and Youtube Shorts.
Creative direction | strategy | Research | STORYELLING | VIDEO Editing
problem space
Audi’s 17 million social media followers are divisive when it comes to electric vehicles and there is more engagement with petrol car than posts about electrical vehicles. Regardless of popularity, Audi is still going Electric and we have many EV’s to sell—today, and in the future.
Audi is going electric, or should I say —electric is going Audi.
THE BRieF
The goal is to get Audi fans to view Audi Electric Vehicles as approachable, easy, premium, high-performance, dependable—the way Audi has always been perceived. The content should be clear, concise, and compelling.
Change the minds of a new generation of drivers, those on the fence or in the dark, towards Audi EV’s.
Research
Doing some public research on Reddit, I was able to see what people thought of Audi’s electric transition. The general consensus was this: people believe that the transition will compromise Audi’s premium quality and luxurious brand.
People believe Audi will downgrade with the transition to Electric.
What if it is not a matter of Audi downgrading but the fact that people are unwilling to go through change?
RESEARCH
To reject change is to reject who Audi is at its core. Without change, Audi would not be the luxurious and high-performing car it is now.
From being the first to develop 6 and 8 cylinder engines, bringing fully galvanized steel bodies in car production, and introducing the all-wheel drive, Audi has been the forefront of innovation.
But without change, we would never have the Audi we know and love today.
a memorable innovation
One innovation that changed the trajectory of Audi’s brand was when the Audi Quattro was introduced. For the first time, drivers were able to use all four wheels to drive which gave them stability and control like never before.
This innovation made fearless change in Audi’s history as well as some fearless driving made in the car rally scene by drivers such as Finn Mr. Hannu Mikkola.
Introducing the Audi Quattro: one of Audi’s most memorable innovations in the 1980s that changed the history of cars and rallying forever.
the story
Through the resistance with gas cars in the 1980s and electrical cars in 2020s, Audi proves to be fearless and pushes through time and time again.
Audi has been here before. Resistance to innovation from the public is nothing new.
final concept
Fearless then, Fearless Now is a social media concept for Audi that empowers the audience to embrace change—something Audi has been doing all-throughout their history. Innovations will always bring resistance but Audi has been fearless then and continues to be fearless now.
Remembering the innovations of Audi’s past and comparing them to the innovations of today.
final concept videos