The Q8 Cross Country Tour
The Audi Q8 – the latest model for an iconic brand – is defined by its innovative technology. Leading up to its release in Canada, Audi, XMC Marketing, and ICON teamed up to put together a series of launch events in Toronto, Montreal, and Vancouver.
Audi’s goal was to present the Q8 in a way that highlighted their classic brand identity while placing a strong emphasis on the advanced lighting technology exclusive to the model. By designing a digital map of the Q8, ICON Media created an innovative projection that was displayed on the car the moment it was unveiled at each event. The animation was designed to fit exactly to the specifications of the Q8 and was paired with programmable LED lights that changed colours as the night progressed. ICON Visual rounded out the events by producing a series of large format prints including step & repeat backdrops, wayfinding signs, and menus.
The success of the projection map and overall flow of the event has help catapult ICON larger automotive projects and has built a strong relationship with XMC Marketing within the experiential landscape.