AUDI | PURE IMAGINATION
NEXUS PRODUCTIONS, 2017
CONCEPT DESIGN | SEQUENCE DESIGN
Concept art developed for Audi: Pure Imagination, a commercial centered on an artificial intelligence visualizing the ideal vehicle. The work defines the visual language of the AI environment, translating computational processes into spatial and cinematic forms.
STILLS
DESIGN PROCESS
Development began during the pitch phase, focusing on establishing key story moments and the internal logic of the AI world. This included the design of a central “seed” structure as the origin point of the dream, as well as the surrounding system architecture that supports it. Extensive look development explored how particulate systems could assemble and resolve into the form of the vehicle, defining the transition from abstract data to physical object.
Additional work addressed the interior architecture of the AI environment, including server-based systems and spatial frameworks used for practical shooting. Material studies introduced color, reflection, and surface behavior, while early vehicle explorations informed how the car would emerge from and integrate within the system.
CAR TREATMENT
Computer Architecture
DREAM SEED
Seed Transformation
Server Room Look Dev
Credits
MICHAEL RIGLEY: Lead Concept Designer, 2017
CREDITS | PRODUCTION
Client: Audi
Agency: BBH
Production Company: Nexus Production
Director: GMUNK
Executive Producer: Jeremy Smith
Producer: Jo Bierton
Lead Concept Designer: Michael Rigley
Color: The Mill
Editorial: Nexus Productions
VFX + Design: The Mill