Alien

In the summer of 2025, Audi introduced its new hybrid range with a spot that framed the technology as if it had come from another planet. It ended on a wink: a toy alien. That detail became the most talked-about part of the campaign on social. Audi and DDB decided to turn it into an activation — 30 units of the figure, given away among the community — and brought us in to produce it.

The campaign opened with a reveal piece built entirely in 3D. We went for a nineties sci-fi feel: a tone that would hook people and leave them waiting for the next move, without ever stepping outside the brand's universe. Then came the mechanics piece, where the alien finally comes to life and pacing is everything. That led to a run of adaptations across multiple posts, keeping the activation alive throughout. The real challenge was how to stretch the campaign across so many deliverables. At the time — and this is a field where a few weeks make a difference — blending the lighting and atmosphere of a 3D asset into live-action footage wasn't what it is today. We rebuilt each set as a schematic 3D scene so the alien could be placed precisely in all of them, and only then ran those pieces through AI to animate them. That saved us weeks of rigging without giving up on the integration.

1.2M interactions. 4.9K comments. 1.3K giveaway entries. And a project that until recently wouldn't have been feasible on this budget or this timeline: feature-animation finish, at the speed and cost of a campaign that only lives on social.