Pyramid Visuals pimps the Audi R8 Spyder
Pyramid Visuals is the company behind the stunning car wraps in the new Audi R8 TV advert. Director Justin Murray, a self confessed petrol head, jumped at the chance to be involved in the project when advertising agency BBH London approached Pyramid and Rouge Films at the beginning of 2010. "When I got the call I was very excited," he said. "We work on many vinyl wrap projects, so we're used to turning it around quickly and getting it right first time and this proved to be key with the quick turnaround needed on this project."
The concept and storyline from BBH involved a theme of 'Beauty and the Beast', depicting Audi's new R8 Spyder as the beauty surrounded by 'beasts' in the shape of some of the most marvelously beaten up old Hot Rods/stock cars in the world. Production company Rogue Films sourced the 22 cars from all over the USA and UK. The Hot Rods were then shipped directly to the Pyramid Visuals - aptly located within Brooklands Park, the world's first purpose-built motor racing circuit, constructed at Weybridge, Surrey in 1907.
In an intense race to the clock due to shipping delays, Pyramid's team of graphic engineers worked as four teams of two, around the clock for four days to get the cars ready for the TV shoot. Digitally printed on the HP9000 solvent printers, each car was given a unique and striking vinyl wrap design which was then carefully applied to each vehicle using Avery materials. As the pressure mounted, the Rogue TV crew came to film the preparations and capture the progress of the Pyramid team as they worked their magic, turning each car into a personality.?
Shooting in Excel London, the 'Beauty and the Beast' story involved all the noise and the attitude of Hot Rods, each one carrying its own distinctive design such as a skull and crossbones, or a crazy mouth with big sharp looking teeth, driving furiously around and missing each other by inches. Naturally the Audi R8 glides through the carnage and escaped unscathed, looking like the perfect hero.
The camera crew produced a 'making of the commercial' documentary, which will be available to view in May on the Pyramid visuals website. It perfectly captures the intensity and dedication of the Pyramid Visuals team to get the job done.