Reddit’s “Ask Me Anything” interviews have gained worldwide notoriety for the superstar talent they’ve hosted. It’s not just celebrities, it’s AMA’s ability to peel back the curtain on businesses in a way that's unprecedented, enabling brands to speak to their audiences in the most transparent ways. When Audi wants to host an AMA, they don’t just flip the internet switch and start typing… they get into an Audi TT RS, gun it, and live stream it for the world to see. It’s not just a typical AMA, it’s an event.
Working with our incredibly strong partners at Muh-Tay-Zik, we helped fold Audi’s brand into a custom-packaged AMA by creating the branding system used across the entire experience.
We unified this unique Audi-branded Reddit AMA experience under a singular vision: Think Fast.
Fast Titles at Ridgemont High.
This is a visceral experience, meant to bring the viewer in on the feeling of driving an Audi TT RS through a desert track. The main titles are the set up for that experience. We went on location at Willow Springs International Raceway to grab some shots of the Audi TT RS that was going to be used in the AMA. We wanted shots to house our typographic treatment, with compositions that aired on the negative space we’d need to place titles. We were also looking for movement, both in the car (obviously) and in camera. Without a subtle tracking move, the type would look stationary and not have the integrated feel we were looking to achieve for Audi.
“Thinking Type” was the concept we brought to the table, and everyone identified with it. It is a visual animated metaphor for what happens in an AMA. Thinking fast, formulating a response, and then solidifying it. All the type within the main titles and the subsequent cards were built with the same “Thinking” language.
Real-Time Graphics for the Live Feed.
This is a live event. Real people in a real Audi TT RS driving at real speeds while answering real questions posted on Reddit. An important part of pulling off this AMA experience for Audi was creating a live graphic toolkit that could be programmed into a responsive system that tracks the real-time data. We designed an RPM gauge, speedometer, track locator, and various containers for lower-thirds and the real-time questions. This is a data heavy experience, which luckily is one of our passions. How to interpret that data into something understandable, and branded to Audi, was a creative problem we happily solved.
From the inception of the co-branded idea to the final live event, we helped shape the look and feel of this incredible partnership.