Making Audi a contender in the performance line by identifying what they bring to the table—R, RS and S models that combine striking design with ample power. While they had a few sport models previously, 2012 found them releasing several new models to fill out a full suite of performance automobiles. The key objective with Audi, as always, is to distinguish them from the competition while developing the storytelling for the brand.

Elevating the visual palette of Audi performance, we made the visuals and copy worthy of the powerful vehicles they convey. We aimed for the edgy and the engineered, and tried to use the laws of thermodynamics themselves to show a savvy and design-centric audience just what Audi was delivering to the performance market. The creative team worked together to deliver an engaging and dynamic piece that stands alone, apart from the traditional Audi brochure, even down to its specs, to show how this line stands out.

Led by the obviously dominant performance cars, the brochure helped give shape and narrative to a very full lineup. It gave prospective Audi buyers reasons to believe in the performance capabilities of these sleek and stunning machines. The writing seeped into the automotive press too, helping to reinforce the dynamism of the brand as it grows into an overall dominant force in the luxury automotive market.