Audi premiers ‘Electric Eye’ short film, to coincide with Earth Day

Audi Australia has premiered its ‘Electric Eye’ campaign, a road trip into the future of sustainable travel to coincide with world Earth Day.

The short film follows photographer Woody Gooch down Australia’s east coast in the all-electric Audi e-tron Sportback, in collaboration with creative agency We Are Social.

‘Electric Eye’ follows a 10-day road trip in the car manufacturer’s first all-electric vehicle, covering 3,500km of Australian coastline and country. This follows Audi and We Are Social’s ‘Plates Worth The Passage’ campaign in December, which also featured an emphasis on sustainability.

Visiting 15 ‘fast-charging’ ports across the journey, the road-trip showcases Australia’s readiness for a transition toward electric vehicles in 2021 and beyond. As one of the fastest charging vehicles available on the market, the e-tron is capable of charging from zero to 100% in just 45 minutes at an ‘Ultra Rapid’ charging station.

“A short film like this serves two purposes for our brand,” said Nikki Warburton, chief customer and marketing officer at Audi Australia. “It perfectly aligns with the interests of our audience by focusing on relevant topics such as creativity, sustainability, and travel; whilst simultaneously working to showcase the charging infrastructure currently available around the country”.

In the film, Sunshine Coast-based photographer, Woody, reconnects with his native Australia, catching up with old friends along the way and rediscovering the riches of the country with his ‘tread-lightly ethos.’

“Returning to Australia and exploring this place has opened up my imagination,” said Woody. “There are so many things I had forgotten about this place – its sights, sounds, smells. This trip has literally reactivated my senses.”

This is the fourth series We Are Social has produced in collaboration with Audi since taking on their creative account in January 2020.

‘Electric Eye’ is a Convicts Original produced in partnership with We Are Social and Heckler. The film premiered on Earth Day, 22 April and is available on YouTube and Facebook. The campaign will also be supported by paid media.


Photographs from the trip, by Woody Gooch


Client: Audi Australia
Sean McKeever – Executive Producer / Senior Communications Executive – Online
Shaun Cleary – Corporate Communications Manager
Claudia Mackinnon – Social Media Executive

Production: Convicts
Peter Maiden – Executive Producer (Convicts)
Tom Law – Creative Director (Convicts)
Coralie Tapper – Producer
Stefan Jose – Director & Director of Photography
Woody Gooch – Stills Photographer
Andrew Holmes – Editor
Rhys Carlill – B Camera Operator
Jackson Lana – 1st Assistant Camera
Sarah Bristow – Editorial Writer
Luke Kneller – Snowy Mountains Assistant Producer
Ellen Richardson – Production Intern

Post-Production: Heckler
Will Alexander – Executive Producer
Dustin Lau feat. Keith Tutt, II (Cello) – Composer
Matthew O’Rana (Viola) – Composer
Fergus Rotherham – Colourist
Dylan Barfield – Sound Designer
Andrew Holmes – Online Artist
Maud Chapuis – Online Artist
Bonnie Law – Post Executive Producer
Brendan Warren – Voice Over Sound Recordist

Agency: We Are Social
Edu Pou – Executive Creative Director
Ben Mayor – Senior Account Director
Matt Pearce – Senior Strategist
Nick Carolan – Senior Editor
Jarryd Patel – Junior Strategist
Alexa Hohenberg – Executive Producer

Media: PHD


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