Super Bonfire - AUDI Purple Brand Launch 2024

AUDI PURPLE BRAND LAUNCH 2024

From Mid-October to November 2024, the world witnessed the unveiling of the new Audi Purple brand. Leading up to this pivotal launch, Superbonfire was honored to collaborate once again with Auditoire.

The campaign unfolded in three phases:

A sneak peek for KOLs and media in Ingolstadt, Germany. The official brand launch event in Shanghai. The Guangzhou Motor Show, which opened to the public.

As the centerpiece of this campaign, the Shanghai launch event sought to establish Audi Purple as a premium, progressive brand within the Chinese market. Targeting affluent customers, particularly young millennials, the event also marked the world premiere of the new Audi Purple concept car.

Entrusted by Audi once more, Superbonfire was tasked with creating an unforgettable show—a viral experience designed to introduce the Audi Purple brand and solidify its presence in China. From creative preproduction, production to show direction, we were thrilled to bring our creativity to life alongside Audi. This ambitious production was made possible through the collaboration of talented artists from China, Malaysia, Indonesia, Vietnam, and Germany.

The Setup

An Immersive Experience: The Best of Both Worlds

The event theme, ‘The Best of Both Worlds,’ symbolized the fusion of human and technology, East and West. The event hosted 800 in-person guests and was also broadcasted online. The venue was meticulously designed with two distinct spaces: the Mingle Stage and the Main Stage.

The Mingle Stage featured an impressive 30m x 10m LED screen with a central sliding door, which opened to reveal the Main Stage after the opening performance.

The Main Stage was a technical marvel. At its heart, a capsule screen was flanked by two curved screens wrapping both sides, while four kinetic screens overhead moved dynamically to enhance the visual experience. This setup delivered a breathtaking 360-degree immersive environment with a combined resolution of over 30,000 pixels—an experience that transported the audience into a new dimension, embodying Audi Purple’s vision of redefining the automotive world.

The Show

PURPLE AT A GLANCE
Upon arrival, guests were introduced to Audi Purple through Kinetic Shift visuals that teased the brand's bold visual identity. This set the tone for an evening of innovation and discovery.

UNVEILING NEW HORIZONS
As guests mingled, LED screens came alive with Kinetic Shift visuals that built anticipation. The atmosphere reached a crescendo with a welcome speech, followed by an Opening Video that highlighted the legacy of Audi while teasing glimpses of the new Audi Purple brand. The video concluded with the dramatic reveal of the new Audi Purple logo. Immediately after, the central door in the screen dramatically opened to reveal a tunnel leading to the Main stage, marking a seamless transition into the heart of the show.

The Show

AWAKEN YOUR PURPLE DNA
Titled ‘Uncompromising Fusion,’ this act brought the theme ‘The Best of Both Worlds’ to life. Global champion contemporary dancers Zyko and Siwen embodied the blend of human and technology, East and West, showcasing Audi’s bold spirit and relentless pursuit of new frontiers. Their powerful performance accompanied by 360-degree visuals, which seamlessly integrated with the dancers’ movements, enhancing the immersive experience and highlighting the harmony between physical expression and digital innovation.

The Show

THE WORLD OF PURPLE
This two-part grand finale began with a mesmerizing Kinetic Shift show, immersing the audience in a futuristic world with the concept car as the vessel for exploration. Time itself seemed to pause and rewind, merging the future with the present. The second part revealed the Audi Purple concept car in a dramatic, synchronized display involving kinetic screens and the immersive 360-degree environment. Kinetic imagery extended into the physical space, creating a multidimensional experience that left the audience captivated. The show concluded with a powerful pause, freezing time in an unforgettable moment.

Making Of CGI

PROCESS & PRODUCTION

CHALLENGES AND TRIUMPHS

Bringing this epic production to life was not without its challenges. Working remotely required precision and coordination, especially when managing massive screen resolutions, render times, and complex workflows involving multiple software platforms. Each stage—from rendering to slicing and adapting the visuals for the 360-degree setup—demanded extraordinary attention to detail.

Seven days before the event, the team flew to Shanghai, where artists and collaborators came together under one roof. This was our second collaboration with Notch artists, and we welcomed new faces who contributed fresh perspectives to the project. In the end, the visuals and messaging were delivered flawlessly, captivating audiences both in-person and online.

Stage Production / Pre-Content Test

To ensure the audience experiences maximum immersion during the show, we built a full-scale screen for testing six weeks in advance. During the content tests, we identified several issues that required significant adjustments to ensure we deliver the best possible outcome.

Gratitude and Acknowledgment

We are immensely grateful to Audi China for entrusting us with this opportunity once again. Our heartfelt thanks extend to everyone involved—from artists and technicians to partners and collaborators. Together, we pushed boundaries to create an unforgettable experience that celebrates the spirit of Audi Purple.